SBJ/August 16 - 22, 2004/This Weeks Issue

Red Sox, tour event pair up for pro-am

The PGA Tour’s Deutsche Bank Championship has broadened its relationship with the Boston Red Sox this year, as the two will jointly host the tournament’s new Monday pro-am later this month. PGA Tour marketers say the move represents the first time in memory that a tournament has aligned this closely with a major local sports property.

The Deutsche Bank Championship/Boston Red Sox Charity Pro-Am groups three sponsor representatives with a tour pro and a current or former Red Sox player or high executive. The price is $25,000 for the three sponsor reps. Sales began a month ago for the Aug. 30 event, and 14 of 18 spots were filled at press time. The event is at the tournament course, the TPC of Boston.

Deutsche Bank has bought several of the pro-am sponsorships, and Red Sox sponsors Bank of America, Stop-n-Shop and Dunkin’ Donuts have bought in. Bank of America is also one of 11 Founders Club sponsors, the level below title sponsor.

The tournament’s Thursday pro-am sold out last year, as did all of its marketing inventory.

“Our goal is to do as much as we can to connect with the community, and the Sox are such a legendary brand here,” said Jay Monahan, tournament championship director for IMG, which manages and markets the event.

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