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SBD Global/February 26, 2013/Marketing and Sponsorship
Scottish Firm Standard Life Investments Becomes Ryder Cup's First Global Sponsor
Published February 26, 2013
FINDING COMMON GROUND: The European Tour oversees commercial operations of the Ryder Cup when it’s in Europe, while the PGA manages Ryder Cup business when it’s in the U.S. PGA Chief Business Officer Kevin Carter said, "The PGA and the European Tour have been operating under two different business models for a long time, and that’s why it’s taken a while to find a solution. We’ve worked very closely with the European Tour to find a way for Standard Life to have the ability to market here in the U.S. and abroad, and we’ve got something now that elevates the Ryder Cup to a truly global platform, as it relates to sponsorship and marketing.” But after seven months of talks, Standard Life emerged with many of the same hospitality, promotional and on-course rights as Team Europe sponsors in 2014, except that Standard Life will be the only one to call itself a worldwide partner with unique marks in its advertising. Another difference is that 2014 Team Europe partners BMW, Diageo, Ernst & Young and Rolex "will have no rights for the 2016 Ryder Cup in the U.S., whereas Standard Life will again have full partner rights domestically and internationally"(SPORTSBUSINESS JOURNAL, 2/25 issue).