SBD/January 3, 2014/Marketing and Sponsorship

American Express Decides Not To Renew Sponsorship With PGA Of America

American Express, an official sponsor of the PGA of America and the PGA Championship since '07, did not renew its deal with the association after it expired in '13. AmEx was categorized as an official patron sponsor, the PGA's highest level of sponsorship. Deals at that level cost in the mid-seven figures as well as incremental media spending with the PGA’s media partners. Mercedes-Benz and Omega are the other two PGA sponsors at the patron level. National Car Rental is designated as an official partner, while Standard Life is the first worldwide Ryder Cup partner. The AmEx deal gave it rights to the PGA Championship, the Ryder Cup on U.S. soil and other PGA of America events. The credit card activated by offering its card members a variety of special golf experiences and access to tickets, in addition to the PGA Learning Center, presented by American Express, on-site at the PGA's major events. The PGA's patron level is not expected to remain at just two sponsors, however. Industry sources indicate that the PGA is closing in on a deal to sign a new patron to replace AmEx, albeit from a different category.
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