SBD/Issue 1/Sponsorships, Advertising & Marketing

Bearing Point Set To Replace Nissan as PGA Tournament Sponsor

Bearing Point To Replace Nissan As
Title Sponsor Of PGA Tour Event
Bearing Point will replace Nissan as the title sponsor of the PGA Tour event formerly known as the Nissan Open at Riviera Country Club in L.A., according to Thomas Bonk of the L.A. TIMES.  Bearing Point, a management and technology consulting company based in Virginia, "is believed to have a contract with the PGA Tour through 2010," although no official announcement has been made and officials from the PGA Tour would not comment. This is Bearing Point's "first time sponsoring a professional event, although it has an endorsement association with Phil Mickelson." Mickelson, "who has not been a regular at Riviera," played in this year's $5.1M tournament. Nissan has been the title sponsor of the event for 21 years, but recently moved its corporate office to Nashville. Riviera GM Michael Yamaki said that after the move "a change in title sponsorship was inevitable" (L.A. TIMES, 9/12).

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