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SBD/September 2, 2011/Marketing and Sponsorship
Deutsche Bank Undecided On Title Sponsorship Of PGA Tour Event Beyond '12
Published September 2, 2011
Deutsche Bank Americas CEO Seth Waugh said that he’d “like to see how this year’s tournament goes before deciding" whether the company will renew its title sponsorship of the annual PGA Tour event in Boston, according to Michael Whitmer of the BOSTON GLOBE. Deutsche Bank has title sponsored the Deutsche Bank Championship since its inception in '03, but its agreement expires after next year's event. This year, Deutsche Bank added EMC as a "presenting sponsor to absorb some of the costs.” Waugh: “We’ll sit down pretty quickly after this and say, ‘OK did it work for you guys, are you happy, do you want to be a team going forward?' Because if they don’t, that’s one way to think about it, and if they do, that’s another way to think about it. We’ll make a decision this fall.” He added, “This is our ninth year, so we’ll have done it 10 years (when the current deal expires), and it’s been great. There’s no questions this is the most important thing we do as a branding event and a client event all year. ... We’d absolutely like to stick around. All the reasons we did it are more important now than ever.” Waugh said that a likely extension “would be for four years, which would take Deutsche Bank’s involvement with the tournament through 2016” (BOSTON GLOBE, 9/2).
HEALTHY LIVING: Earlier this week, the Deutsche Bank Championship announced a "new partnership with Covidien, a global health care products company.” The tournament said that the partnership "will focus on health and wellness and will support local children’s programs” (BOSTON.com, 8/26).