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SBD/Issue 242/Sponsorships, Advertising & Marketing
Deutsche Bank Denies It Has Decided To End PGA Tour Sponsorship
Published August 31, 2010
|Deutsche Bank Will Title Sponsor PGA Tour's Only
Massachusetts Event For 7th Time This Week
Deutsche Bank this morning denied a report that it has decided to step aside as title sponsor of the PGA Tour event outside Boston after a seven-year run. The company holds options on its title sponsorship of the Deutsche Bank Championship in '11 and '12, and in a statement said, "Any report that Deutsche Bank has stepped aside as title sponsor of the Deutsche Bank Championship is false. As announced during Media Day, Deutsche Bank is in discussions to exercise its two-year extension option for the title sponsorship. Talks are ongoing, but we are optimistic we will reach an agreement and expect to make an announcement this week" (GEOFFSHACKELFORD.com, 8/31). In the original report, the NEW ENGLAND GOLF MONTHLY's Tom Gorman cited sources as saying that Deutsche Bank is "stepping aside as title sponsor" of the event, being held this weekend, and Massachusetts-based EMC Corporation is "rumored to taking over the title sponsorship, effective Labor Day." EMC has been a Founding Partner of the PGA Tour event "for many years and has an extensive corporate tent/presence overlooking the 16th hole at TPC Norton." Sources also indicated that Deutsche Bank Americas CEO Seth Waugh will team up at Thursday's pro-am with Tiger Woods and EMC Exec VP/Americas & Global Sales Program Bill Scannell, expected to be the "face of the soon-to-be named EMC Championship." The pro-am grouping is "not by coincidence and it is expected that an official announcement will be made" by Waugh (MYNEGM.com, 8/30). In Boston, Joe Gordon noted Deutsche Bank Championship Tournament Dir Eric Baldwin has been "nurturing the relationship with numerous other sponsors of the event whose investment is smaller than Deutsche Bank’s." Some smaller sponsors have "been in discussions to extend their obligations with the tournament without knowing for certain if it will even exist beyond this year" (BOSTON HERALD, 8/29).
VIKING QUEST: GOLFWEEK's Adam Schupak noted the Viking Classic officially announced last week that it will be part of the '11 PGA Tour schedule, so the Tour "can chalk one more tournament off its list of those still in need of a title sponsor for next season." This year's event from Sept. 30-Oct. 1 was scheduled to be Viking's fourth and final year as title sponsor of the tournament in Madison, Miss., "but rain washed out last year's event." While the news "for next year is reason for cheer, the tournament’s future beyond 2011 remains up in the air" (GOLFWEEK.com, 8/30).