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SBD/7/Sponsorships Advertising Marketing
USA NETWORK LINKS PGA SPONSORSHIP AND U.S. OPEN SALES
Published October 7, 1997
For the first time, USA Network "is pitching a sports package" that combines telecasts of the PGA Tour with its coverage of the U.S. Open Tennis Championships, according to Langdon Brockinton of MEDIAWEEK. USA VP/Sales Bob Riordan said that by packaging U.S. Open tennis with the "highly coveted" PGA Tour, USA is looking to "lay in as early as possible as big an advertiser base" for the U.S. Open as it can. Riordan added that USA will also offer advertisers up to three year, multiyear, PGA Tour deals. Sources tell Brockinton that a one-year PGA Tour/U.S. Open sponsorship will be worth "about" $600,000 (MEDIAWEEK, 10/6 issue). NICE PANTS: Looking to "make inroads in golf apparel," Bugle Boy is "wooing" the PGA Tour's Paul Stankowski, who currently endorses Tommy Bahama (GOLFWEEK, 10/4 issue).... GOLFWORLD reports that Tom Lehman has inked a sponsorship deal with Rogaine. Lehman will reportedly use the hair treatment as well as endorse it (GOLFWORLD, 10/5 issue). BUICK ANGEL: Buick Motor Division has signed actress Cheryl Ladd to a personal services contract to represent the company at golf tournaments, golf exhibitions and golf events worldwide. Ladd joins Ben Crenshaw, Steve Elkington, David Berganio Jr. and Chip Beck as Buick endorsers (Buick).