SBJ/Jan. 24-30, 2011/Marketing and Sponsorship

Senior PGA Championship logo will include KitchenAid

The PGA of America will unveil its new logo this week for the Senior PGA Championship presented by KitchenAid.

The appliance maker’s logo is incorporated into the mark, which will be made public at the PGA Merchandise Show in Orlando.

The four-year presenting sponsorship, which begins this season, represents KitchenAid’s first effort in sports marketing, said Deb O’Connor, the company’s senior manager of brand experience.

One of the main attractions for KitchenAid was that two of the tournaments in the four-year contract (2012 and 2014) will be played in Benton Harbor, Mich., where KitchenAid has its headquarters. This May’s event will be at Valhalla in Louisville, Ky.

The sponsorship includes ad units on Golf Channel and NBC, the tournament’s broadcasters.

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