SBD/Issue 54/Sponsorships, Advertising & Marketing

Cadillac Announcing Golf Sponsorships, Including Detroit Event

GM Formerly Sponsored PGA Tour Events In
Detroit, San Diego Through Its Buick Brand

Cadillac today plans to announce "sponsorship of professional golf events, positioning Detroit as the likely host of a PGA Tour event" in '12, according to a source cited by Chrissie Thompson of the DETROIT FREE PRESS. Cadillac marketing officials "had explored a possible Detroit PGA tournament as soon as next year," as part of GM VP/U.S. Marketing Joel Ewanick's "focus on using GM's business to aid Detroit." The source noted that a '11 PGA Tour event "proved too difficult to arrange on short notice." The source added that Detroit Golf Club "is a possible location" for the '12 tournament (DETROIT FREE PRESS, 11/27). In Detroit, Lynn Henning reported it is believed that GM "will be involved as at least one of the event's sponsors, and that Midland-based Dow Chemical could also be one of the event's underwriters." Michigan attorney Clark Durant, who has been leading an effort to bring the tour to Detroit, said that there have "been discussions about the proposed Detroit tournament with a potential Tour star with an acute interest in education: Phil Mickelson, who with his wife, Amy, has made education a major part of their benevolent work" (DETROIT NEWS, 11/27). In Orlando, Jeff Shain noted WGC at Doral tournament officials will hold a press conference today, and that "would fall in line with a previous report" that Cadillac will title sponsor the event. There is a "strong chance" that GM's announcement today will involve the manufacturer "signing on for multiple" Tour events (ORLANDOSENTINEL.com, 11/28).

A LOOK ON THE BRIGHT SIDE: GOLF WORLD's Ron Sirak reports the '11 PGA Tour schedule when it is released will reveal that the Bob Hope Classic and the Heritage Classic "will be run without sponsors." There also will be "one fewer event" than in '10, as the Turning Stone Resort Championship will not return next season. The "good news is the tour has enough money in its war chest to float two events and that the loss of only one tournament in a still-recovering economy shows the overall strength of professional golf." In addition, sources indicated that a "deal is close for the St. Jude Classic in Memphis to pick up sponsorship help" (GOLF WORLD MONDAY, 11/29 issue).

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