Marketplace Roundup
California-based HP will assume naming rights of the PGA Tour Byron Nelson Classic, according to a source close to the tournament. HP announced in May that it was buying Dallas-based IT firm EDS for $13.9B. The tournament in Irving, Texas, will now be known as the HP Byron Nelson Classic. HP's deal expires in 2014 (Jon Show, SportsBusiness Journal).
ON THE RECORD: McDonald's Exec VP & Global CMO Mary Dillon Thursday responded to comments made by Senior Dir of Alliance Marketing John Lewicki at the SBJ/SBD Relay Worldwide Sports Sponsorship Symposium this month concerning the QSR possibly not renewing its IOC TOP sponsorship if Chicago does not land the 2016 Games. Dillon said, "We highly value all of the potential host cities for the 2016 Games. In fact, in every one of the competing bid cities we have a strong local McDonald's presence." In Chicago, Hughlett & Hersh notes the IOC "bars top sponsors from supporting a city's bid to host the Games" (CHICAGO TRIBUNE, 9/26).
OTHER SIDE OF THE STORY: CVS issued a statement in response to Wednesday's Wall Street Journal article detailing its involvement with the CVS Caremark Charity Classic. The statement reads in part, "We believe the Wall Street Journal article about the CVS Caremark Charity Classic contained unfair and inaccurate characterizations about the event and its supporters. ... CVS Caremark executives help to promote the CVS Caremark Charity Classic and secure sponsorships because giving back to our communities is one of our core values. Participation in the Charity Classic each year by sponsors who are also CVS vendors is completely optional and does not affect our vendor selection process or influence in any way how we merchandise our store chain" (THE DAILY).
WHEELS & DEALS: Braun Racing Thursday announced that Dollar General Corp. will return with an extended sponsorship program for the team's No. 32 Toyota in the Nationwide Series in '09. Dollar General also "will expand its involvement with Braun to all 35 Nationwide races" (SCENEDAILY.com, 9/25)....Haas CNC sponsor State Water Heaters (SWH) announced that it is "seeking a team to sponsor" for '09. SWH currently supports the No. 66 Sprint Cup Chevy driven by Scott Riggs, who is also "on the move" for '09 after the formation of Stewart-Haas Racing in July (NASCAR.com, 9/24).
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