USGA Launches $10M Ad Campaign To Soften Golf's Elitist Image

Watch One Of USGA's New TV Spots

OTHER USGA DEALS: The USGA has received approval from the Exec Committee to explore "preferred vendor" relationships in travel categories such as hotel, airline and car rental. Hertz has partnered with the USGA in a similar manner since '75. USGA CMO Barry Hyde said that any deal would not include rights to the USGA marks. Hyde: “This is definitely not a second tier of corporate sponsorships like the four we already have.” Meanwhile, the USGA this week paid in the mid-to-low digits to take over sponsorship of the Yahoo.com golf page. The package includes banner ads and links to USOpen.com (Jon Show, SportsBusiness Journal).

NAMES & FACES: Twenty-year-old golfer Jason Day has signed a two-year endorsement deal with France-based Alcatel-Lucent, the first non-endemic deal for the Australian native. He will wear the logo on his left sleeve, one of two areas allowed to be sold under his staff deal with TaylorMade-adidas Golf. The other is on Day’s bag. He is repped by Bud Martin at SFX Worldwide (Show)....Canadian golf apparel and outerwear brand Hollas is "donating 1,000 authentic U.S. military licensed camouflage shirts to service members ... to recognize the humanitarian efforts" of PGA Tour member Rory Sabbatini. Hollas parent company Second Skin Exec VP/Sales & Marketing Don Nichols said the shirts are "replicas of those Rory will begin wearing at this year's U.S. Open" (Hollas).

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