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GM returns to PGA Tour with Cadillac sponsorship of Florida tournament


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GM returns to PGA Tour with Cadillac sponsorship of Florida tournament

Laurén Abdel-Razzaq

Automotive News -- November 29, 2010 - 2:36 pm ET

General Motors Co., a longtime sponsor of golf's signature PGA Tour, is returning to the links next year in a big way.

Cadillac, GM's luxury brand, announced today that it will be the title sponsor of the World Golf Championships tournament in Doral, Fla., in March. The brand will also serve as an umbrella sponsor of the World Golf Championships, featuring four different tournaments, throughout 2011.

Cadillac declined to comment on how much the sponsorship would cost.

“The World Golf Championships are all about the highest level of performance on a global stage,” Don Butler, Cadillac's vice president of marketing, said in a statement. “As a global series, it provides us with an ideal marketing partnership for Cadillac to efficiently and effectively reach our target audience.”

Up until last year, the Buick Open was a signature event for the PGA Tour, but GM dropped the Buick brand's 50-year sponsorship after declaring bankruptcy in 2009.

The PGA, which has lost some sponsors in the wake of the recession, welcomed the return of GM, a major advertiser.

“We believe that the World Golf Championships will provide Cadillac with an effective and valuable marketing platform that will provide an excellent return on its investment,” PGA Tour Commissioner Tim Finchem said in a statement.

Although this is the first year Cadillac has sponsored a World Golf Championships series, it has backed the PGA Tour in the past. The brand served as the title sponsor for the Masters Tournament until 2008.

GM may also try to help lure the PGA Tour back to Southeast Michigan with a sponsored event in 2012, according to the Detroit Free Press. The last time Michigan hosted a tour event was the Buick Open in Grand Blanc in 2009.

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20101129/OEM/101129892/1259#ixzz16iXh66EQ

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Cadillac officially announces sponsorship of PGA Tour

by Jeremy Korzeniewski (RSS feed) on Nov 29th 2010 at 6:27PM

caddy-golf.jpg

General Motors, fresh out of bankruptcy and back on the open market, has announced it will resume sponsorship of the PGA Tour. The automaker's last sponsorship in the golfing world, which famously paired star golfer Tiger Woods and Buick, ended in 2008 amidst major cutbacks just prior to filing for Chapter 11.

This time around, GM will tap its range-topping Cadillac division for hole-in-one sponsorship duties. The arrangement will make Caddy the title sponsor of the World Golf Championships-Cadillac Championship and an umbrella sponsor of the World Golf Championships. Sounds pretty, ahem, par for the course. For 2011, the tournament will be played at TPC Blue Monster, Doral Golf Resort & Spa in Doral, Florida.

In addition, PGA Tour commissioner Rim Finchem, the organizers are also "[looking] forward to exploring opportunities with Cadillac to bring PGA TOUR tournament golf back to Detroit." We expect some sort of announcement of that taking place sometime before 2012. Feel free to hit the jump for the official press release. Oh, and the Caddy/caddy puns start... now.

[source: Cadillac]

Show full PR text

Cadillac becomes title sponsor of Doral tournament, umbrella sponsor of World Golf Championships

TPC Blue Monster at Doral to host another strong, international contingent

2010-11-29

PONTE VEDRA BEACH, FL and DETROIT – The PGA TOUR, on behalf of the International Federation of PGA Tours, and Cadillac today announced a multi-year agreement whereby Cadillac becomes title sponsor of the World Golf Championships-Cadillac Championship and an umbrella sponsor of the World Golf Championships. In 2011, the tournament will be played at TPC Blue Monster, Doral Golf Resort & Spa in Doral, FL.

"We are absolutely delighted to once again partner with Cadillac, which has a long-standing history with professional golf," said PGA TOUR Commissioner Tim Finchem. "We couldn't be more pleased to welcome Cadillac back through this sponsorship with the World Golf Championships. We believe that the World Golf Championships will provide Cadillac with an effective and valuable marketing platform that will provide an excellent return on its investment. In addition to today's announcement about the return of the World Golf Championships to Miami, we also look forward to exploring opportunities with Cadillac to bring PGA TOUR tournament golf back to Detroit."

The World Golf Championships umbrella sponsorship provides Cadillac with a high-profile global marketing platform, including extensive branding and advertising across the four-event global series, as well as opportunities to connect with customers and dealers. Cadillac will have vehicle display programs at events and throughout the year at Doral Resort, as well as initiate dealer and lead-generation programs.

"The World Golf Championships are all about the highest level of performance on a global stage and fit well with Cadillac's theme as the New Standard of the World," said Don Butler, vice president for Cadillac Marketing. "As a global series, it provides us with an ideal marketing partnership for Cadillac to efficiently and effectively reach our target audience. We could not think of a more fitting way to bring golf back to Cadillac."

The World Golf Championships-Cadillac Championship features an elite field comprised of the top 50 players from the Official World Golf Ranking, top 30 from the previous year's FedExCup points list, top 10 from the current FedExCup points list, top 20 from the previous year's European Tour Order of Merit, top 10 from the current European Tour Order of Merit, and the top two players from the previous year's Order of Merit on the Japan Golf Tour, Australasian Tour, Sunshine Tour and Asian Tour.

The championship, introduced in 1999, moved to Doral's TPC Blue Monster Course in 2007. Ernie Els is the defending champion.

To purchase tickets to the Cadillac Championship, visit www.worldgolfchampionships.com.

About Cadillac

Cadillac has been a leading luxury auto brand since 1902. In recent years, Cadillac has engineered a historic renaissance led by artful engineering and advanced technology. More information on Cadillac can be found at media.cadillac.com.

About the International Federation of PGA Tours

The World Golf Championships series is sanctioned and organized by the International Federation of PGA Tours, which includes the Asian Tour, European Tour, Japan Golf Tour, PGA TOUR, PGA Tour of Australasia and Sunshine Tour. In addition to the World Golf Championships-Cadillac Championship, the other World Golf Championships include the Accenture Match Play Championship (Arizona, USA), the Bridgestone Invitational (Ohio, USA) and the HSBC Champions (Shanghai, China).

link:

http://www.autoblog.com/2010/11/29/cadillac-officially-announces-sponsorship-of-pga-tour/

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Caddy Returns To PGA Golf

Luxury maker betting it can get into the swing of things.

by Paul A. Eisenstein on Nov.30, 2010

Buick is out, but Caddy's in as a title PGA sponsor.

Cadillac will make its return as a high-profile sponsor of professional golf, next year, and aims to bring a PGA tournament event back to Detroit, the maker announced.

The move underscores a broader strategy by General Motors to resume its long-time role as a major sponsor of high-visibility sporting events, something GM had to pare down and eventually abandon in the years leading up to last year’s bankruptcy.

Caddy will become the title sponsor of the Cadillac Championship, which will be played at the TPC Blue Monster, the challenging Doral Golf Resort & Spa in Doral, Florida. Caddy also will become an umbrella sponsor of the World Golf Championships.

“As a global series, it provides us with an ideal marketing partnership for Cadillac to efficiently and effectively reach our target audience,” said Cadillac’s Vice President of Marketing Don Butler. “We could not think of a more fitting way to bring golf back to Cadillac.”

Not yet certain is whether the maker will be able to sway the PGA Tour to return to the Detroit area, though the sport’s commissioner Tim Finchem confirmed he is looking at several possible locations.

“We…look forward to exploring opportunities with Cadillac to bring PGA TOUR tournament golf back to Detroit,” Finchem said.

The golf tie-up reflects a series of shifts in strategy at GM, notably the decision to use the sport to help promote Cadillac, rather than Buick. The latter brand had a five-decade alliance with the PGA, and routinely hosted the Buick Open, in Grand Blanc, Michigan, until 2009. But Joel Ewanick, GM’s new marketing czar, believes Cadillac is a better fit, as the automaker’s premium brand, with a sport long associated with wealth.

The push to bring the PGA back to Michigan also reflects promises by both Ewanick and new GM CEO Dan Akerson to use the maker’s money and muscle to help the troubled Detroit region.

Though the new Cadillac tie-up with the World Golf Championship officially runs only through 2016, both Finchem and Butler stressed the partnership will likely continue beyond then.

Golf wasn’t the only thing GM walked away from as its finances collapsed. And now, under Ewanick, it is studying ways to get back into high-profile events, such as motor sports. The Chevrolet brand plans a return to the IndyCar racing series in 2012 by teaming up with one of the most successful names in racing, Roger Penske.

“It’s so much more than racing,” suggested GM Vice Chairman Tom Stephens, acknowledging the way victory on the track can influence fans’ purchase decisions – often summed up in the adage, “Win on Sunday, sell on Monday.”

link:

http://www.thedetroitbureau.com/2010/11/caddy-returns-to-pga-golf/

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