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Marketing and Sponsorship

Officials Confident In Finding Replacement For Shell After Houston PGA Tour Deal Ends

Shell's title-sponsorship of the PGA Tour's annual Houston stop ends after next week's event, and Houston Golf Association President & CEO Steve Timms said he is "confident somebody is going to want to attach their name to it" in future years, according to Dale Robertson of the HOUSTON CHRONICLE. Shell's deal is the "third-longest corporate partnership on the Tour," as only the Honda Classic and AT&T Pebble Beach Pro-Am "have been around longer." This marks Shell's 26th year sponsoring the event, which is the "10th oldest tournament on the Tour." Timms: "Our event has a lot of brand equity." Robertson writes the challenge for the HGA now is to "find a similarly strong and suitable backer, preferably one based in Greater Houston." Twenty-four local firms "currently make the cut as Fortune 500 companies ... but a majority of them are oil-and-gas centric, so the industry-wide doldrums are complicating the search." Also working in the event's favor is that it "has been the lead-in to the Masters, making it easier to attract the A-list talent." Additionally, among non-major or WGC events, the Shell Houston Open's payout "ranks near the top" (HOUSTON CHRONICLE, 3/23).

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