CBS Sports is launching a "premiere sports event,"
"Tiger and Friends," an all-star golf outing pitting Tiger
Woods against Ken Griffey Jr., Kevin Costner and Michael
Jordan, slated to be televised Christmas Day, according to
Terry Lefton of BRANDWEEK. The "stunt match" will be played
in a format pitting the threesome against Woods. The
winners get $300,000, the losers $100,000, all of which goes
to charity. Lefton reports that TWI, the production arm of
IMG, will produce and manage the event and is "selling ads,
having done a time buy with CBS." Lefton: "Tiger's top
endorsees are likely candidates for ads buys. Sources
familiar with the show said AmEx is expected to sign on, and
with its three premier endorsers on the links, Nike seems
like a pretty safe bet as well. Titleist is also in
discussions" (BRANDWEEK, 9/29 issue).
BRAND EXTENSION: Lefton also reports that NJ-based ISI
is "exploring" an expansion of a "100 Greatest Sport
Moments" concept after a "profitable" run of its "New York's
100 Greatest" event for which it sold sponsorships and
tables at the black-tie gala at MSG. Chicago, Boston and
S.F. as are "possible future venues." ISI's Steve Rosner
"is uncertain as to whether ISI would franchise or continue
to run the event if it goes mobile" (BRANDWEEK, 9/29 issue).
