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Volume 21 No. 1
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CDW renews with PGA Tour as ShotLink presenting sponsor

CDW, the presenting sponsor of the ShotLink scoring system, has renewed its marketing partnership with the PGA Tour for four more years.

The new deal will run through 2016 and provide CDW with status as the official technology partner for the PGA Tour and the Champions Tour. Financial terms were not available.

As part of the agreement, CDW will continue to present ShotLink, and also will have a commercial presence on scoreboards at tournaments. Business-to-business hospitality and customer engagement at PGA Tour events will continue to be a staple of CDW’s marketing package.

CDW has been a tour partner since 2008. Tom Wade, the tour’s global commercial officer, said that CDW’s partnership has enhanced the tour’s technological capabilities and that CDW will continue to provide its broad range of IT services for the tour’s headquarters and its events, specifically disaster recovery planning, network security and on-site operations.

CDW also is using its ShotLink technology, which measures data on every shot struck, as a platform for its first ShotLink Intelligence prize. A $25,000 gift from CDW was recently awarded to Lucius Riccio at the Columbia Business School for using ShotLink data to determine the tour’s best ball striker on long approach shots. The top ball strikers were Graeme McDowell, Lee Westwood, Robert Garrigus and Tiger Woods. Riccio teaches business analytics at Columbia.