LPGA Longs Drugs Challenge May Be In Need Of New Title Sponsor

By Jon Show, Staff Writer, SportsBusiness Journal

CVS' Acquisition Of Longs Drugs May Put Title Sponsorship Of LPGA Event In Danger

The Longs Drugs Challenge in Northern California could join the growing list of LPGA tournaments in search of a title sponsor after CVS Caremark yesterday announced it was acquiring the Oakland-based chain for $2.6B. Longs Drugs has sponsored the event since '97 and its current contract expires when the tournament concludes in October. An LPGA spokesperson said it was too early to draw conclusions from the announcement. Tournament and CVS officials did not immediately return phone messages. Rhode Island-based CVS is known to use sports to reach the female demographic, which could bode well for the LPGA. The company currently has deals with the Red Sox and Patriots, and works with Peter Jacobsen Sports on the CVS Caremark Charity Classic, an unaffiliated annual golf event in Rhode Island hosted by Brad Faxon. PJS Exec VP Tim Erensen, who recently took over the CVS account for the agency, also serves on the BOD of the LPGA Tournament Owners Association. The news brings to light at least six events with title sponsor issues for 2009. The Ginn Tribute and Fields Open will not return because new sponsors were not found, and the search continues for titles in Tulsa and Phoenix. Deals for the Longs Drugs Challenge and LPGA-owned ADT Championship expire this fall.