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Marketing and Sponsorship

Chips & Putts: Thompson Becomes First Female Golfer To Endorse Zurich Insurance

Zurich Insurance Group has named Lexi Thompson to its golf ambassador roster, the company's first endorsement deal with a female golfer. Financial terms of the multiyear deal were not disclosed, but Thompson will wear the Zurich logo on her left sleeve during competition and will help Zurich grow its women’s golf initiatives. Zurich also is the title sponsor of the PGA Tour event in New Orleans. The company currently sponsors several players on the Tour, including Justin Rose, Rickie Fowler, Keegan Bradley, Jason Day, Billy Horschel and Ben Crane. Thompson last year won her first LPGA major title at the Kraft Nabisco Championship (John Lombardo, Staff Writer).

SCATTERED, SMOTHERED & COVERED: GOLFWEEK's Beth Ann Nichols reported golfer Brooke Pancake's new endorsement deal with Waffle House "so far seems like a win-win for everyone," as the restaurant chain since the deal was announced last week "has enjoyed 71 million online impressions and 7.5 million from TV." The deal has been mentioned on NBC's "Nightly News" and "Today," ABC's "GMA," NPR, several ESPN shows and major newspapers including the N.Y. Times and Washington Post. That sort of "mainstream exposure is gold for the LPGA." Pancake this summer "was introduced to a retired Kellogg's vice president." The exec was "golf buddies with some of the founders of Waffle House ... and floated the idea of sponsorship" (GOLFWEEK.com, 1/26).

HOPE SPRINGS ETERNAL: In California, Larry Bohannan noted PGA Tour Commissioner Tim Finchem on Sunday told Golf Channel that he was "sure there would be a new sponsor" for the Humana Challenge before next year's event. While there is no timetable, Finchem's "optimism might indicate an announcement in the coming months or two." Since Humana made it known last fall it was opting out of its title deal, event officials have thought finding a new sponsor "would be much easier to find now that it was back in 2009 when the tournament began a three-year stint without a sponsor" (DESERTSUN.com, 1/26).

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