EDS is ratcheting up its promotions in the second year of its sponsorship of the EDS Byron Nelson Championship, starting with a second media day at a posh course in New Jersey, 1,600 miles from the tournament’s home. At the golf tournament itself, there will be executive seminars, technology displays and helicopters at the ready in case corporate guests want a meeting at EDS headquarters, 45 minutes from the Irving, Texas, course.
EDS will entertain 125 top clients and prospects during the May 12-16 event, up from roughly 100 last year. There will be a “CEO panel” for invited guests on the Friday of the tournament, moderated by National Public Radio host Michael Krasny and featuring EDS CEO Michael Jordan and the CEOs of four other top brands, according to Gail Rigler, vice president of global marketing for EDS.
Several other new events will involve top EDS executives, ranging from panel discussions to formal meetings with clients and potential clients. This is the second year of EDS’ four-year title deal. Rigler wouldn’t discuss expenditures, but PGA Tour title sponsorships typically carry a low- to mid-seven-figure annual price tag, and execution costs can lift the price to nearly eight figures.
“We will have multiple business sessions running for our clients,” Rigler said. “No longer is it exciting for [a company officer or prospect] to simply play in a pro-am. They need more reasons to leave their office for a few days.”
Not to say EDS is pooh-poohing the pro-ams. It has partnered with Microsoft — a hospitality partner at the event — to develop a high-end technology selection system for the Wednesday pro-am.
The computerized system features viewing screens showing player bios and tee-off times. It will be updated as the groups are determined. “It’s a far cry from the bingo balls” that are typically used to generate the selection order, Rigler said.
EDS’ own technologies will be showcased in hospitality villas on the 16th and 18th holes. These will focus on its radio-frequency identification system for tracking items without the use of bar codes, and its Extended Connected Office technology that connects personal communications devices with company databases and other assets.
For general branding, the company will install 36 plasma-screen monitors around the course that will highlight EDS’ role in the business world, in the Dallas community and with the tournament. EDS will create an Internet café on the course for fans.
The week before the event, EDS will host an unusual “New York media day” at the Somerset Hills Country Club in Bernardsville, N.J. It will involve New York-area golf and business writers. Rigler said the aim is to spread awareness of the event beyond the Dallas area.
