Johnson Claims That The Masters Does Not Need Corporate Sponsors

With advertisers making their return after a two-year hiatus from The Masters, Augusta National Golf Club will “reap roughly $14[M] from” ExxonMobil, SBC and IBM, according to a source cited by John Steinbreder of GOLFWEEK. Coca-Cola and Citigroup are absent from this year’s tournament after they “were dropped as sponsors along with IBM before the 2003 tournament in an effort to shield them from activist Martha Burk’s campaign against the membership policies of Augusta National.” Sources said that the three new sponsors’ “international scope ... and their record on women’s rights contributed to their selection.” One source said Augusta “likes international companies, like ExxonMobil and IBM. That was one of the reasons why they severed the Cadillac relationship some years ago. It just wasn’t multinational enough to market the Masters brand around the world.” SBC spokesperson Larry Solomon said of issues concerning the lack of female members at Augusta, “We based our decision to do this on sound business and marketing rationale. We are sponsoring the Masters ... and club policies are a matter for the club” (GOLFWEEK, 4/9 issue).

HAPPY RETURN: Augusta National Chair Hootie Johnson said that The Masters “could have gone on ‘indefinitely’ without sponsors.” But in Pittsburgh, Gerry Dulac notes Augusta “wants to expand its practice area by 2010 ... and it will be an expensive project.” Johnson: “This will be pretty demanding financially. It would stretch out a long time without sponsors, so we are happy to have them” (PITTSBURGH POST-GAZETTE, 4/7). Johnson, on sponsors returning to Masters TV coverage on CBS and USA: “I do not think four minutes an hour for commercials is an imposition on our viewers” (GOLFWEEK, 4/9 issue).

FOR MORE: For news around TV coverage of this year’s Masters.

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The NBA has inked a multi-year marketing partnership designating Beijing-based China Mobile Communications Corp. as the league’s official telecom service provider in China. China Mobile gets the rights to use NBA marketing assets to promote its services and to distribute NBA wireless content throughout the country, including scores and stats, downloads of NBA logos and player images, and other interactive elements. Focusing on China Mobile’s M-Zone platform, a subscription package targeting teens and young adults, the company will activate its new partnership via consumer promos, sponsorship of the league’s national and regional TV programming, the NBA’s Chinese Web site and league events in the country (NBA).

NBA’s Mark Fischer (l) And Heidi Ueberroth (c) With China Mobile VP Lu Xiangdong

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Cubs Single Out Payroll As Reason For Adding Rotating Signage

The Cubs, “in a move to generate more revenue to pay players,” will introduce a rotating 10-by-3-feet advertising sign behind home plate this season, according to Fred Mitchell of the CHICAGO TRIBUNE. The signage is “mainly for TV” and Cubs VP/Marketing & Broadcasting John McDonough said that it will be “‘almost indiscernible’ to fans at Wrigley Field.” McDonough: “We are the last of 30 teams to (go) into that. And that revenue (roughly $5M annually) is targeted for team payroll.” More McDonough: “If you are in the park, you won’t really notice it. But it is strong visibility for the advertiser. This revenue will be new inventory. In some ways you can say it is subliminal. People will become accustomed to it after a while.” McDonough added, “In a perfect scenario, you would like to keep Wrigley Field as pristine as possible. But it is not economic reality.” Mitchell reports there will be “17 commercial partners advertising behind home plate, rotating each half inning” (CHICAGO TRIBUNE, 4/7). ANC Sports has signed a multi-year deal to install and operate Wrigley’s rotational signage system. ANC recently signed a similar deal with the Nationals.

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Two Minutes For Hooking: Easton Sports Release Pulled

San Diego-based Formula PR withdrew a news release for Easton Sports promoting Colorado College hockey player Brett Sterling as using the company’s Synergy skates because “it would have jeopardized Sterling’s amateur status with the NCAA,” according to USA TODAY. The move to pull the release came yesterday, while the NCAA men’s hockey semifinals, in which Colorado College is playing, begins today. Formula sent the release “without the knowledge of Sterling or Colorado College.” Colorado College AD Julie Soriero said, “We immediately contacted them when we were alerted and emphasized that this was inappropriate and should stop.” USA TODAY notes Easton launched an ad campaign for the skate in January, but “had not linked the promotion to Sterling until Wednesday” (USA TODAY, 4/7).

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As the 69th Masters begins today at Augusta National, THE DAILY lists the endorsement deals for the top 25 players according to the Official World Golf Rankings, as well as some other notables in the tournament's field of 88. Today, we list equipment-related agreements, including ball, driver, irons, putter, bag and glove. It should be noted that many golfers do not sign putter endorsement deals, preferring the freedom to switch clubs. Yes! and STX putters do not offer endorsements. Tomorrow, look for other deals such as apparel, hat and shirt patches, shoes and other categories (THE DAILY).

RK	Name	Ball	Driver	Irons	Putter	Bag	Glove
1	Vijay Singh	Titleist	Cleveland	Cleveland	Never Compromise	Cleveland	Titleist
2	Tiger Woods	Nike	Nike	Nike	None	Buick	Nike
3	Ernie Els	Titleist	Titleist	Titleist	Scotty Cameron	Titleist	Titleist
4	Phil Mickelson	Callaway	Callaway	Callaway	Callaway	Callaway	Callaway
5	Retief Goosen	Titleist	TaylorMade	TaylorMade	None	TaylorMade	Titleist
6	Padraig Harrington	Titleist	Wilson Staff	Wilson Staff	Wilson Staff	Wilson Staff; Appleby Jewelers	Titleist
7	Sergio Garcia	Maxfli	TaylorMade	TaylorMade	TaylorMade	TaylorMade	Maxfli
8	David Toms	Titleist	Cleveland	Cleveland	None	Cleveland; Sharpie	Titleist
9	Adam Scott	Titleist	Titleist	Titleist	Scotty Cameron	Titleist	Titleist
10	Stewart Cink	Nike	Nike	Nike	Nike	Nike	Nike
11	Mike Weir	Titleist	TaylorMade	TaylorMade	Scotty Cameron	TaylorMade	FootJoy
12	Davis Love III	Titleist	Titleist	Titleist	Scotty Cameron	Titleist	FootJoy
13	Stuart Appleby	Bridgestone	Bridgestone	Bridgestone	None	Bridgestone	Bridgestone
14	Kenny Perry	Titleist	TaylorMade	TaylorMade	None	TaylorMade	FootJoy
15	Chris DiMarco	Titleist	PING	PING	None	PING	FootJoy
16	Luke Donald	Titleist	Titleist	Mizuno	Scotty Cameron	Mizuno	FootJoy
17	Darren Clarke	Titleist	TaylorMade	TaylorMade	TaylorMade	TaylorMade	Titleist
18	Miguel Angel Jimenez	Srixon	PING	PING	PING	PING	Srixon
19	Chad Campbell	Titleist	None	None	None	None	FootJoy
20	Scott Verplank	Titleist	TaylorMade	TaylorMade	None	TaylorMade	Titleist
21	Tom Lehman	Srixon	TaylorMade	TaylorMade	None	TaylorMade	Srixon
22	Fred Funk	Titleist	TaylorMade	TaylorMade	None	TaylorMade	Titleist
23	Shigeki Maruyama	Bridgestone	Bridgestone	Bridgestone	Scotty Cameron	Paradiso	Bridgestone
24	Justin Leonard	Nike	Nike	Nike	None	Nike	Nike
25	Stephen Ames	Nike	Nike	Nike	MacGregor	Nike	Nike
RK	Notables	Ball	Driver	Irons	Putter	Bag	Glove
26	Lee Westwood	Titleist	PING	PING	PING	PING	Titleist
29	KJ Choi	Nike	Nike	Nike	None	Nike	Nike
30	Todd Hamilton	Titleist	TaylorMade	TaylorMade	None	TaylorMade	FootJoy
32	Jim Furyk	Callaway	Titleist	Ben Hogan	Odyssey	Ben Hogan	Callaway
35	Paul Casey	Nike	Nike	Nike	Scotty Cameron	Nike	Nike
36	Fred Couples	Bridgestone	TaylorMade	Bridgestone	TaylorMade	Bridgestone	Bridgestone
37	Charles Howell III	Callaway	Callaway	Callaway	Callaway	Callaway	Callaway
49	John Daly	Dunlop Sports	Dunlop Sports	Dunlop Sports	Dunlop Sports	Dunlop Sports; Hooters	Dunlop Sports
60	Fredrik Jacobson	Titleist	Titleist	Titleist	None	Kraft	FootJoy
74	Jose Maria Olazabal	Titleist	MacGregor	MacGregor	MacGregor	MacGregor	Titleist
76	Bernhard Langer	Ben Hogan	Callaway	Ben Hogan	None	Ben Hogan; Linde	Ben Hogan
114	Mark O'Meara	Titleist	Titleist	Titleist	Scotty Cameron	Titleist	Titleist

RUMOR: In DC, Barker Davis reports “this week’s most outrageous rumor for the caddie clique” is that Mickelson switched from Titleist to Callaway last September “because he has run up considerable gambling debts.” But Callaway officials “are irate about the rumor and yesterday explained that ... they had an intensive background check done on Mickelson’s gambling history.” A Callaway source: “It came back completely clean” (WASHINGTON POST, 4/7).

Print | Tags: Fortune Brands/Acushnet, General Motors, Golf, PGA Tour