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SBD/January 27, 2011/Media
CBS Agrees To Eight-Year Deal To Keep PGA Championship Coverage
Published January 27, 2011
CBS and the PGA of America have extended their 20-year relationship with a new eight-year contract for the network to broadcast the third and fourth rounds of the PGA Championship through '19. The current contract runs out this year. An announcement is expected later today at the PGA Merchandise Show in Orlando. CBS News and Sports President Sean McManus said the PGA Championship is an important piece of the network’s golf programming, which includes The Masters and 19 PGA Tour events. “We pride ourselves on being the premier golf network,” McManus said. “Having the first and final majors of the year is an important part of our golf strategy. The PGA has been a terrific partner and we had no intention of letting the PGA Championship go anywhere else.” Financial terms of the deal were not available. McManus said that nearly half of the advertising inventory for the tournament is occupied by the PGA of America’s partners, which include American Express, Mercedes-Benz and RBC at the highest “patron” level. “The way the PGA has worked with our sales team has been instrumental in the growth of our revenue for the event,” said McManus, who handled negotiations for CBS along with Exec VP/Programming Rob Correa. PGA of America CEO Joe Steranka led the negotiations on his side. The PGA earlier extended its deal with Turner Sports for first- and second-round coverage and digital, which also runs through '19.