The Golf Channel Signs Up Partners With Benefit Of PGA Tour

By Jon Show, Senior Staff Writer

Grey Goose Back As 19th Hole Sponsor On The Golf Channel

With the added inventory of PGA Tour telecasts in ’07, The Golf Channel has put together a number of new sponsorship packages around its 24/7 golf programming. Grey Goose vodka will continue to title sponsor a weekly program called “The Grey Goose 19th Hole” and serve as presenting sponsor of a Wednesday night primetime block of programming. Nissan will activate around coverage of the Nissan Open, which includes various broadcast platforms as well as an on-site element and a tie-in during LPGA broadcasts. Lexus will present a series of TGC-produced PGA Tour programming called “Countdown to 2007 Presented by Lexus,” as well as the “Lexus Golf Update” during Saturdays and Sundays. Sprint has expanded a previous deal to include entitlement of expanded weekly pre- and postgame programs and distribution of custom network content for its wireless platform.

OTHER ELEMENTS: In other deals soon to be announced, Callaway will becomes the exclusive equipment sponsor of “Live from the PGA Championship”; TaylorMade-adidas will be the network’s official golf apparel and footwear company; Stanford Financial will serve as presenting sponsorship of the network’s news updates on Thursdays and Fridays and have an on-site component during the company’s tour stop in Memphis; and UBS will become a presenting sponsor of the network’s coverage of The Players Championship. The Golf Channel has signed additional deals with Nationwide, Chrysler, Avodart and Cialis. The network has also signed some partners who are either new to golf or looking to expand their presence, including JM Manufacturing, Waste Management, Oppenheimer and Merck. Gene Pizzolato, Exec VP/Advertising Sales & New Media for The Golf Channel, would not provide figures on the network’s increased sponsorship and advertising sales but said, “We have seen an uptick across the board.”