PGA Tour Western Open officials have "told potential
sponsors they are willing to drop the name 'Western Open'
which has survived since 1899," according to Greg Couch of
the CHICAGO SUN-TIMES. Tournament Dir Greg McLaughlin said
the event, which is losing Motorola as title sponsor after
this year, "would consider" dropping the name for the "right
company, the right deal." McLaughlin: "Some companies are
adamant they would want the name dropped. Others are adamant
they want it to stay, that it has equity in the tournament."
McLaughlin has made "serious pitches" to about two dozen
companies for title rights and has made "opening pitches" to
about two dozen more. But "so far" there have been "no
takers." McLaughlin said that five companies "still are
considering" a deal, which would cost about $5.5M.
McLaughlin also said that "most" of the companies that have
"passed" on a deal did so for "one of several reasons: wrong
demographic, or our product doesn't fit with your target
audience. For whatever reason, the tournament doesn't fit
with their corporate objectives" (CHICAGO SUN-TIMES, 4/29).
