PGA Of America To Announce Sponsorship With Mercedes-Benz

By Jon Show, Staff Writer, SportsBusiness Journal

The PGA of America is planning to announce a new sponsorship with Mercedes-Benz tomorrow at the PGA Merchandise Show in Orlando. Terms were unavailable and it was unclear if Mercedes-Benz was brought in as an Official Patron, a top-level designation limited to four corporate sponsors that was created in ‘07. Those packages grant rights to the PGA Championship and Ryder Cup, among other inventory. The first two deals were sold to AmEx and RBS for an estimated $7-9M a year, roughly half of which was media inventory, said sources familiar with the deals. Buick had been the official car of the PGA of America since ‘02, but the automaker declined to step up to the Patron level and let its deal expire at the end of ‘08. Mercedes-Benz also sponsors The Masters, and Lexus sponsors the USGA, leaving the PGA Tour as the only U.S. pro golf organization with an American-based auto provider. Buick has been the official car of the PGA Tour since ‘84, and a PGA Tour sponsor for 51 years. Meanwhile, the Northern Trust Open announced a two-year sponsorship with Mercedes-Benz to supply courtesy cars at this year’s tournament. The company will also provide a hole-in-one vehicle at the 14th hole.