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SBD/Issue 88/Sponsorships, Advertising & Marketing
Keep Hope Alive: Bob Hope Classic Set To Tee Sans Title Sponsor
Published January 20, 2010
IN THE ROUGH: Many golfers are opting to play in the European PGA Tour's Abu Dhabi Championship this week instead of the Bob Hope Classic, and GolfChannel.com's Rex Hoggard said, "They're all independent contractors. They can play where they want, but this one hurts a little bit." Hoggard: "You have [PGA Tour Commissioner] Tim Finchem in what is basically a contract year. He is going to corporate America with hat in hand trying to get title sponsors to sign on, and you have players like Anthony Kim ... who are going overseas to play during what is actually his hometown event at PGA West." Mike Weir, who is ranked No. 37, is the highest-ranked golfer at the Hope, and author John Feinstein noted the tournament is "on life support." Feinstein: "It has no title sponsor and it isn't even on network TV anymore. ... The Hope deserves some protection and some respect, not 11 guys being told they can go flying for dollars" ("Golf Central," Golf Channel, 1/19).
SUNNY OUTLOOK: Farmers Insurance Monday announced it will title sponsor the PGA Tour's San Diego stop next week, and Farmers Insurance Senior VP Mark Toohey said that a "preliminary deal was struck over the weekend and only became official Monday morning." Toohey: "This thing came together quickly, but the pieces fit. It is a unique deal, and the stars just aligned on this one." In California, Marc Figueroa writes the deal "certainly brings a silver lining to the dark cloud that had been hovering over the tournament for the last year" (NORTH COUNTY TIMES, 1/20). Meanwhile, in San Diego, Tod Leonard reports the Padres and Century Club of San Diego today will announce a partnership in which the team will underwrite "military appreciation activities" during next week's event. This comes after the event this year lost its sponsor for its military pavilion and "was set to move forward with private donations." The Padres will "underwrite much of the pavilion costs," and Padres players will make appearances at the pavilion (SAN DIEGO UNION-TRIBUNE, 1/20).