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PGA TOUR Business to Business

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					The PGA TOUR Means Business
For Corporate Marketing Partners
New Business Opportunities Emerge from PGA TOUR Sponsor Ties


PONTE VEDRA BEACH, FL – February 17, 2009



As a marketing platform, the PGA TOUR traditionally has provided strong value to corporate sponsors through targeted
media exposure to a highly desirable demographic audience, brand-building unique hospitality programs, business-to-
business opportunities, plus an unprecedented charitable record in sports. Given the current economic climate, the PGA
TOUR is actively helping to forge new partnerships between TOUR sponsors to provide even more return on their
investment.

“Generating value and helping to grow their business is a top priority for us with our partners. We are here to make
introductions and open doors,” said Rob Ohno, PGA TOUR’s Senior Vice President, Corporate Marketing. “Our
entire organization is committed to taking the necessary steps to ensure a successful business-to-business culture.”

Corporate Partners of the PGA TOUR recognize the opportunity to network and develop relationships with industry
leaders, and together as TOUR partners, work to establish mutually beneficial business relationships.

For new TOUR partner Transitions Optical – Title Sponsor of the Transitions Championship and Official Eyewear of
the PGA TOUR, Champions Tour and Nationwide Tour – doing business with other official TOUR partners was a
natural course of action. “We wanted to enter the TOUR family in a big way and activate our partnership beyond our
title sponsorship to create awareness globally about the importance of healthy sight,” said Brett Craig, President,
Transitions Optical, makers of the No. 1 doctor-recommended photochromatic lenses worldwide. “Exploring
relationships with other partners was an important piece of fulfilling this vision.”

The TOUR brokered an introduction to Tiffany & Co. as Transitions explored a trophy provider for its new PGA
TOUR event, the Transitions Championship. “During tournament week this March, the new Tiffany & Co.-designed
trophy will be unveiled,” Craig said.

Tiffany and Co., the Official Awards and Gift Provider of the PGA TOUR and Champions Tour since 2006, also
entered the golf industry in a high-profile way by producing the FedExCup Trophy. Since then, Tiffany & Co. was
selected for countless Pro-Am event awards and the Nationwide Tour graduate gifts, as well as trophies for the Northern
Trust Open, Dick’s Sporting Good Open and, now, the Transitions Championship. “The partnership with the PGA
TOUR allows us to network and develop new relationships with PGA TOUR events as well as other corporate
partners,” said Tom O’Rourke, Vice President Business Sales, Tiffany & Co.

Other PGA TOUR sponsors are doing business together. FedEx, for example, partnered with ACCUSPLIT on a
program to distribute pedometers to its Honorary Observer guests this year. Individual steps will be tracked, promoting
the health and wellness benefits for golf enthusiasts. MasterCard partnered with Coca-Cola to provide free samples of
Gold Peak iced tea to its MasterCard Club guests last fall at THE TOUR Championship presented by Coca-Cola.
Nature Valley Granola Bars joined forces in 2008 with Coca-Cola, The First Tee and Golf Digest for its 21 “Nature


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Valley Amateur” events held at TPC courses. And Norwegian Cruise Line recently partnered with PGA TOUR
Experiences to launch “TOUR Academy on the Sea,” a new, exclusive instructional program offered aboard the
Norwegian Jewel.

In addition to partner-to-partner introductions nearly every week at tournaments, the TOUR produces quarterly
marketing newsletters and brings corporate partners together for marketing forums and networking sessions throughout
the year.

As 2009 unfolds, the TOUR will continue with plans for robust year-long efforts to further engage – and forge –
business-to-business relationships among its corporate partners.

About the PGA TOUR
The PGA TOUR is a tax-exempt membership organization of professional golfers. Its primary purpose is to expand the
PGA TOUR domestically and internationally so as to substantially increase player financial benefits while maintaining
our commitment to growth in charity and integrity to the game.

In 2009, the three Tours compete in 102 events for more than $350 million in prize money. Tournaments will be held
in 10 countries outside the U.S. and in 35 states.

In addition to providing competitive opportunities for its membership, TOUR events also generate significant funds for
local charities. In fact, the three Tours have surpassed the $1 billion mark in overall charitable contributions. The PGA
TOUR's web site address is www.pgatour.com and the company is headquartered in Ponte Vedra Beach, FL.


CONTACTS:         Chris Smith, PGA TOUR, 904.273.3379, csmith@pgatourhq.com
                  Erin Byrne, Burson-Marsteller (Transitions Optical), 212.614.4824, erin.byrne@marsteller.com
                  Kerry Kielar, Tiffany & Co., 212.277.5921, Kerry.Kielar@Tiffany.com


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