SBD/January 7, 2014/Marketing and Sponsorship

PGA Names Samsung Official Patron Through '16 For PGA Championship, Ryder Cup

The PGA of America yesterday named Samsung an official patron, announcing a three-year partnership that spans the PGA Championship and Ryder Cup through '16. Samsung and the PGA of America will work to develop multi-screen, second-screen and other interactive experiences for fans. The initial focus will be on expanding the PGA Championship and Ryder Cup experience for fans watching at home. Samsung's line of mobile products will be used as the official scoring system of the PGA Championship and '16 Ryder Cup at Hazeltine National Golf Club in Chaska, Minn. (PGA of America). VARIETY's Spangler & Cohen noted Samsung President Tim Baxter at the CES yesterday in Las Vegas also unveiled that the NBA will "have apps across Samsung's entertainment product line," while the PGA of America will have "exclusive apps on the Samsung platform." Baxter also brought Mavericks Owner Mark Cuban "to the stage to talk briefly about 'second screen 2.0'" (VARIETY.com, 1/6). CONSUMER REPORTS' Donna Tapellini noted Samsung at the CES did not detail what the deals with the PGA of America and the NBA are or "how they will enhance" TV viewing. All attendees saw was Cuban and PGA of America CEO Pete Bevacqua "telling us how wonderful it is to be working with Samsung" (CONSUMERREPORTS.org, 1/6).
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