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SBD/21/Sponsorships Advertising Marketing
MASTERCARD ANNOUNCES EXPANDED PRESENCE IN PROFESSIONAL GOLF
Published March 21, 1996
MasterCard Int'l has expanded its presence in pro golf through a long-term agreement that includes sponsorship programs on both the PGA and Senior PGA Tours. In addition to its previously announced sponsorship of the PGA Tour's MasterCard Colonial, MasterCard becomes new title sponsor for the former Senior Tournament of Champions in '97. The MasterCard Championship will be held next January at Hualalai, a new PGA Tour resort on the Big Island of Hawaii. MasterCard also assumes sponsorship of the Senior Tour's competition for players 60 and over. The "Super Seniors" is now the "MasterCard Grand Masters." MasterCard is also now the "Official Card of the PGA Tour," and will look to expand visibility on both the PGA Tour and Senior Tour through sponsorship of a panel on scoreboards. MasterCard will also arrange for two "Jumbotron" TV monitors at the upcoming Players Championship for fans to view action (Mastercard). MAXFLI SIGNINGS: Maxfli Golf announced the following signings: Larry Mize was re-signed to play Maxfli balls; British player Stuart Cage signed a two-year deal to play the Maxfli HT balata ball, use Maxfli VHL irons and wear Maxfli headwear; former Walker Cup player Padraig Harrington will play the Maxfli VHL irons and Maxfli HT balata ball on the European PGA Tour; and Nancy Harvey has signed on as the Maxfli player rep on the LPGA Tour (Maxfli). RYDER REAPS BENEFITS: By "pouring money" into the Doral Open, Miami-based Ryder has found itself with a "very hot" event and a marketing tool "far more powerful than it ever dreamed," according to GOLFWEEK. Ryder President & CEO M. Anthony Burns: "We have leveraged this very well into our customer base" (Robert Lohrer, GOLFWEEK, 3/16 issue).