General Motors Co.’s decision to resume PGA Tour sponsorship is part of a return to promotions at big events that were curtailed during the dark days surrounding bankruptcy in 2009.
GM is also talking to the PGA about adding a new event in Detroit. GM ended its sponsorship of the Buick Open golf tournament in Grand Blanc in 2009.
Monday’s announcement that Cadillac will be a PGA sponsor in 2011 — resuming a 50-year partnership that was severed for 2009-10 — reflects GM’s improved financial health.
Cadillac has a contract through 2016 to be the title sponsor of the World Golf Championships — making it the Cadillac Championship.
In 2011, the tournament will be played at TPC Blue Monster at Florida’s Doral Golf Resort.
Cadillac’s umbrella sponsorship includes advertising and displays for the four-event series.
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“We also look forward to exploring opportunities with Cadillac to bring PGA Tour tournament golf back to Detroit,” said PGA Tour Commissioner Tim Finchem in a statement.
A Detroit tournament is still under development, said Cadillac spokesman Nick Twork from Doral, where he was scouting locations to place Cadillacs, including floating structures on water hazards.
After scaling back significantly, GM has been rebuilding its marketing organization. The PGA announcement is “the first sign of what we have been working on,” Twork said.
Since GM saw a drop in sales and profits in 2008, cutbacks have included terminating a deal with golfer Tiger Woods and advertising in high-profile events such as the Super Bowl and Academy Awards.
Joel Ewanick, head of GM marketing, has said reducing its brands from eight to four makes it possible to boost TV advertising in pricier spots again.
GM will have a presence during the Super Bowl in February, spokesman Pat Morrissey confirmed.
Post by: discount golf clubs
Tags: General Motors, the PGA Tour
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