Coca-Cola Partners With Ticketreserve On PGA Tour Promo

By Scott Hamilton, Staff Writer, SportsBusiness Journal

The PGA Tour, Coca-Cola and TicketRESERVE have finalized an arrangement centered around this year's Tour Championship presented by Coca-Cola, with all of the proceeds going toward The First Tee program. To participate, a fan selects a player on the ticketreserve.com Web site to be among the circuit's top-30 money winners and thus qualify for the season-ending Tour Championship at Atlanta's East Lake Golf Club. If that player makes the field, the fan gains two-day access to the October 31-November 5 event at the price paid for the player. Admission can be used for any two days of tournament week and provides access to all spectator areas as well as the Championship Club hospitality pavilion. The process of purchasing a player is similar to purchasing stocks, with each player’s price determined by his current place on the PGA Tour’s official money list. Players ranked outside the top 30 may cost as low as $15, while higher-ranked players may go for up to $80. The prices fluctuate during the course of the season depending upon each player’s performance, but are locked in after purchase. Coca-Cola and TicketRESERVE are also holding an additional "On the Bubble" program for those holding the 30th and final player to make the field. Those participants will receive additional tickets to the event and other items, as well as eligibility for a drawing that includes spots in the Tour Championship's pro-am tournament.