SBD/Issue 24/Sponsorships, Advertising & Marketing

Shriver Keeps Tennis Event Alive After No Title Sponsor Found

Shriver Is Major Guarantor Of Her
Annual Charity Tennis Classic
Pam Shriver is the "major guarantor" of the December 9 BCF Tennis Challenge, her annual charity tennis classic in Baltimore, a "shift from the past 23 years, when one bank or another ... sponsored it," according to Sandra McKee of the Baltimore SUN. PNC Bank this year "declined to renew its sponsorship, and no one else has stepped forward to attach its name to the event," which benefits the Baltimore Community Foundation in partnership with children's charities. Shriver decided to rename the event after the foundation and will "personally make up the difference for any financial shortfall it might encounter." Shriver: "There is still a great desire to have that one fun night of tennis in Baltimore, and I'd like to see us reach 25 years. And if it has to stop, I want a better reason for not having it than that the banks are having an economic downturn. We still have to go out and have our fun." Shriver added, "I'm a little more on the hook because of our sponsorship situation. But I think this is a great way for the foundation to get more exposure. The Baltimore Community Foundation has been our charitable partner since 1990, and I've always thought they needed a higher profile. It can only be a good thing." McKee reports Orioles Owner Peter Angelos "has doubled the club's commitment," while MASN also is "putting together a sponsorship package." The Baltimore Sun will continue as the event's presenting sponsor for the 24th straight year. Tennis players Melanie Oudin and John Isner will headline this year's event (Baltimore SUN, 10/15).

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