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SBD/15/Sponsorships Advertising Marketing
FUZZY LINKS BACK TO MAINSTREAM; DUVAL CATCHES OAKLEY'S EYE
Published April 15, 1998
FL-based Links Direct has signed Fuzzy Zoeller to be the company's official spokesperson. Zoeller will wear the Links Direct logo on his apparel, consult on company products and work to develop and promote his own product line. Links Direct is a golf and travel company that is a subsidiary of Network Holdings International (Links Direct). BRIGHT FUTURE NEEDS SHADES: David Duval, who's wearing of Oakley sunglasses has become his trademark look, has a "modest" endorsement deal with the company, according to Oakley Dir of Sports Marketing Scott Bowers. Oakley also has a deal with Mark O'Meara, who won The Masters on Sunday, but O'Meara only wears Oakleys during practice. USA TODAY's Bill Meyers reports that "about 20 established pros" on the PGA Tour wear Oakleys, as do "half the up-and-coming players on the Nike Tour" (USA TODAY, 4/15). GOLF EXPOSURE: Dallas-based Cornerstone Sports logged every second a player's sponsor appeared on TV during CBS's coverage of the final round of the Nissan Open. Cornerstone compared the air time of the logos on the clothing and equipment of Billy Mayfair and Tiger Woods, who finished first and second, respectively. Cornerstone figured Woods' sponsors gained a total of 10:09 of air time, earning an extra ad value of $1.4M. Mayfair's sponsor saw a total of 6:21 of exposure, for a total ad value of $854,000. A 30- second spot during a network golf telecast costs approximately $70,000 (SAN DIEGO UNION-TRIBUNE, 4/14).