Tebow Signs Apparel Deal With Adidas Foot Locker Redesigns N.Y.-based Store Skechers Inks Deal With Golfer Brooke Henderson Cubs Stars Rank High In Marketability Marketplace Roundup Dr Pepper Gearing Up For CFB Season Jimmy Butler To Appear For Men's Fashion Line Madison Keys Scraps Tattoo Sponsor Logo New Era Boosts NFL Hat Production At New York Plant Venus Williams' EleVen Undergoes Reboot
SBD/April 5, 2011/Marketing and Sponsorship
Bob Hope Classic President Downplays Report Humana Will Be Title Sponsor
Published April 5, 2011
THE INITIAL REPORT: GOLFWEEK’s Alex Miceli cited a source as saying that Humana “will be the title sponsor" of the Hope beginning next year. Humana will sign a "seven-year commitment," and the tournament will "move to network television." The Hope has tried to fill the void of Chrysler's title sponsorship by putting together a "patchwork group of non-title sponsors to bridge the $1.9 million that tournament organizers need to contribute to the purse and the $1 million that covers the TV obligation.” The TV obligation “will escalate" with the move to network TV and the "exposure to the event is expected to grow, as well.” Miceli reported the new sponsorship with Humana would include the Clinton Foundation as “part of the Hope’s charitable recipients” (GOLFWEEK.com, 4/4).