Business Machines: IBM Not Afraid To Continue Golf Sponsorships

Bevacqua Says Corporate Hospitality Has To Be Tweaked

IBM Dir of Worldwide Sponsorship Rick Singer said his company "is not afraid to sponsor golf,” as the sport “gives us the opportunity to get some messaging out.” Singer was part of CNBC's special report "CNBC Reports: Live From The U.S. Open," and he said the issue with sponsoring golf "isn’t with golf. The issue with golf is with some of the business behind golf. There are a lot of companies that are involved with golf, whether it’s financial or in the automotive (industry), that are having some issues. We all know about that. But golf is as strong as it's ever been.” USGA Chief Business Officer Pete Bevacqua said despite hospitality tent sales at the U.S. Open being down, corporate hospitality "will always be an important part of a major golf event." Bevacqua: "But the great struggle now for us, and a challenge for the golf world, is to figure out what corporate hospitality will look like coming out of this. It has to be tweaked, it has to adapt to the changing times. This economic downturn has certainly hurt us financially, but we’ll come out of it fine and we’ll have to adapt out hospitality program.” Strategic Communications Senior VP Gene Grabowski noted consumers are "looking for efficient returns from companies, they’re looking for intelligent use of money. They’re not just looking for blind sponsorships” ("CNBC Reports: Live From The U.S. Open," CNBC, 6/19). For more on the state of golf, please see SBJ/SBD's golf roundtable.

FURTHERING TIGER'S BRAND: IMG Global Managing Dir of Golf Mark Steinberg, who reps Tiger Woods, said he expects to sign more licensing deals for Woods similar to the deal signed in '07 with Gatorade. Steinberg: "I can see that growing internationally in years to come, but right now we’re pretty content with our group of partners that we have.” Steinberg said of the next possible category Woods might endorse, “We don’t just look at what the next category is going to be. It’s got to be the right company, it’s got to be the right fit, it’s got to be a global brand, it’s got to be a company that fits the image and brand of Tiger.” Meanwhile, Steinberg said Woods is enjoying designing golf courses, but notes it "can be labor intensive.” Steinberg: "The business is going to grow from three, but you’re not going to be seeing three per year” (CNBC, 6/19).

BIG TENT REVIVAL: USA TODAY's DiMeglio & McCarthy report the U.S. Open merchandise tent at Bethpage Black "was a big hit with fans" waiting out the multiple rain delays this weekend. USGA Dir of Licensing & U.S. Open Merchandising Mary Lopuszynski said the tent sold out of its 9,000 golf balls with the Bethpage Black logo by the middle of the day Saturday. Also, "replicas of the famous Warning sign on the first tee" that retail for $32 were a "hot seller" (USA TODAY, 6/22).

TRAVELIN' PRAYER: Travelers Chair & CEO Jay Fishman and goflers Stuart Appleby and J.J. Henry rang the Opening Bell at the N.Y. Stock Exchange this morning to celebrate the opening day of the Travelers Championship in Cromwell, Connecticut. Fishman noted the event was "on the verge of collapsing" a couple years ago before Travelers "decided to step in, a hometown company supporting a hometown event." Fishman: "It's absolutely great for our business. We get a chance to connect with customers, with our agents, our brokers, our distributors. It leaves an impression about what the company is" ("The Opening Bell on Fox Business," Fox Business, 6/22).