SBJ/February 25 - March 3, 2002/Marketingsponsorship

LPGA finds a good fit in DSW Shoes

DSW Shoe Warehouse completed a two-year sponsorship agreement with the LPGA.

The deal, which has been in the works for several months, is a high-end sponsorship for the LPGA, said Karen Durkin, senior vice president and chief marketing officer for the golf group.

The package includes the rights to use LPGA marks and create promotions around the association, television advertising time on ESPN and ESPN2's coverage of the LPGA State Farm Series and on-site sponsorship of the 2002 Solheim Cup.

The deal works for DSW because the LPGA and the demographics of the people attending and watching its events mirrors the typical DSW customer, said Mike Levison, director of marketing for DSW.

Neither Levison nor Durkin would reveal the financial value of the DSW sponsorship. Industry sources estimated that, including the sponsorship fee, DSW will spend at least $2 million this year on its LPGA involvements.

The deal complements DSW's existing deals with LPGA Tour players Betsy King, Kristal Parker-Manzo, Michele Redman, Pam Kerrigan, Marisa Baena and Jill McGill, Levison said.

The company plans a charity incentive for its six players where for every sub-par round recorded in designated events, DSW will donate $500 to the LPGA's official national charity, the Susan G. Komen Breast Cancer Foundation. DSW has guaranteed at least $100,000.

DSW is a division of Columbus-based Value City Department stores.

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