AT&T National Forgoes More Sponsorship Money For Clean Look

Organizers Say Woods Wanted Clutter-Free Experience For AT&T National Fans

Greg McLaughlin, Dir of the PGA Tour AT&T National, estimated that the tournament “willingly gave up [$250,000-500,000] in revenue by fending off requests by companies to establish an on-course presence” at this past weekend's inaugural event, according to Tim Lemke of the WASHINGTON TIMES.  While the event had “no shortage of sponsors (more than 20), the majority of those firms [were] practically invisible at Congressional Country Club."  All efforts to set up booths and kiosks or put up large ads “were denied.”  McLaughlin: “We wanted to have the presentation at the highest level and wanted it clean, with minimal signage.” Lemke noted the only company with a “truly visible presence” was AT&T, which operated a digital media center near the 17th green and lent out wireless mobile caddies. There was a “scattering of scoreboard advertisements and 20 small, rectangular signs depicting sponsor logos at the club’s main entrance.”  Merchandise was sold “only in the facility’s small golf shop and out of small booths barely large enough to house a single worker.”  Local broadcasters were “forbidden from hanging large signs announcing their presence.” Tournament organizers credited the clean look to the event's host, Tiger Woods, who also "insisted on keeping ticket prices low” and offering free admission to children and military members. Congressional President Stuart Long: “He said from the start he wanted to have a different kind of tournament” (WASHINGTON TIMES, 7/7).  Read more on the AT&T National.  For more on the AT&T National, see the Events & Attractions section.