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DO THEY PUTT FROM THE WRONG SIDE? EMC'S CHALLENGE GOES EURO
Published April 2, 1998
The EMC Golf Skills Challenge will expand to the international market with the creation of the EMC Golf Skills European Challenge. MA-based Woolf Golf orchestrated the sponsorship association for EMC, which will be the title sponsor of the event when it debuts May 18 at the Wentworth Club outside of London. The announcement was made jointly by NBC Sports Ventures and TX-based Streetball Partners Int'l, which will own and operate the Wentworth event. The event will be sanctioned by the European PGA Tour and U.K.- based NBC Supersports will handle event sponsorship packages and coordinate int'l TV coverage and syndication (Woolf). EMC SQUARED: EMC, which saw revenues of $2.94B in '97, is "embracing golf as a vehicle for delivering its branding message," according to BRANDWEEK's Tobi Elkin, who examines EMC's sponsorship of the Skills Challenge in its "Brand Builders" section. Last year's golf event helped EMC close $25-$30M in business, and gave the company a platform to break a new TV spot that "helped illustrate the connection between information and golf." Phil Sloan, Woolf Associates Managing Director/Marketing, said that in addition to the new European event, plans "are to explore an event in the Far East" in 1999, "at the earliest" (BRANDWEEK, 3/30).