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SBD/Issue 46/Sponsorships, Advertising & Marketing
Puerto Rico Tourism To Sponsor PGA Tour Event On Island
Published November 15, 2010
The Puerto Rico Tourism Co. has agreed to sponsor the PGA Tour event in the U.S. territory for the next two seasons. The Puerto Rico Open presented by SeePuertoRico.com will be the new name of the tournament, which previously was sponsored by Banco Popular. The financial services company with a strong presence in Latin America and the Caribbean will remain a significant tournament sponsor, the tour said. The Puerto Rico Open will be played in March the next two years as an opposite-field event. It is held the same week as the WGC event at the TPC Blue Monster course at Doral. Title sponsorships for opposite-field events typically sell for $2-4M a year. Puerto Rico Tourism Exec Dir Mario Gonzalez Lafuente said the sponsorship will provide global exposure and advertising. The event is televised by Golf Channel. “This is an important and extremely cost-effective investment for the island,” said Lafuente, who added that the tournament generates revenue from 6,000 hotel room nights.