SBD/May 11, 2015/Marketing and Sponsorship

CareerBuilder Looks To Golf, Adds Title Sponsorship Of PGA Tour Stop In Palm Springs

CareerBuilder replacing Humana as title sponsor of PGA Tour's Palm Springs stop
The PGA Tour "has signed job site CareerBuilder to replace Humana as title sponsor of the former Humana Challenge," according to Lombardo & Lefton of SPORTSBUSINESS JOURNAL. The deal "is a six-year agreement." A source said that the company "is paying" around $7M a year. The tournament "will now be called the CareerBuilder Challenge." Additionally, the company "becomes an official marketing partner of the PGA Tour and the Champions Tour as part of the deal." Humana had partnered with the Clinton Foundation in sponsoring the tournament. The Clinton Foundation’s involvement with the tournament continues through '19. The deal "represents a big leap into the golf industry for CareerBuilder" (SPORTSBUSINESS JOURNAL, 5/11 issue). In California, Larry Bohannan notes the tournament "will continue to honor and celebrate the legacy of Bob Hope while also continuing a health-themed focus in conjunction with the Clinton Foundation." Desert Classic Charities CEO Bob Marra, whose organization runs the tourney, said that with CareerBuilder now on board, he "expects to finalize the announcement of the three golf courses to be played in 2016 quickly" (DESERTSUN.com, 5/11). 
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