Collect Call: AT&T Signs Naming Rights Deal With TPC San Antonio

AT&T has signed a ten-year naming rights deal with two courses being developed at TPC San Antonio, which “may be the first resort course to sell a traditional naming-rights sponsorship,” according to Jon Show of SPORTSBUSINESS JOURNAL. The AT&T Oaks Course and AT&T Canyons Course  are slated to open in 2010. PGA Tour Golf Course Properties President Dave Pillsbury said, “This is the first time that a destination golf course, that I know of, has been named after a consumer brand.” AT&T was repped in the talks by Dallas-based The Marketing Arm (SPORTSBUSINESS JOURNAL, 2/4 issue). In San Antonio, Sanford Nowlin reports only a few U.S. golf courses have sold naming rights. Terms of the deal were not disclosed, but experts said that AT&T “likely will pay less than the seven-figure annual sums associated with stadium or arena naming rights.” AT&T VP/Brand Integration Jamie Butcher said that the company “will provide innovative phone, Internet and video services at the courses.” TPC San Antonio Dir of Business Development Jody Brothers said, “I could see a situation where there’s wireless scorekeeping with hand-held devices out on the course” (SAN ANTONIO EXPRESS-NEWS, 2/4).