SBD/21/Sponsorships Advertising Marketing

MASTERCARD ANNOUNCES EXPANDED PRESENCE IN PROFESSIONAL GOLF

     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).
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Related Topics:

LPGA, MasterCard, PGA Tour

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