Golf
Malaysian golf showpiece banks extension with title sponsor
Financial services company CIMB Group has extended its title sponsorship of the CIMB Classic golf event, which is held annually in Kuala Lumpur, Malaysia.
PGA Tour’s season finale boosted by sponsor extensions
Drinks giant Coca-Cola and energy firm the Southern Company have extended their sponsorship deals with golf’s PGA Tour and the Tour Championship in agreements that are set to provide enhanced broadcast coverage of the season-ending tournament.
Indonesian Masters banks title sponsor
Financial services company Bank Negara Indonesia has agreed a deal to become title sponsor of the 2016 edition of the Indonesian Masters golf event.
RBC holes extensions with PGA Tour events
Canadian banking group RBC has extended title sponsorship agreements with the Heritage and Canadian Open PGA Tour golf tournaments.
KitchenAid: Local community at heart of brand strategy
US home appliance manufacturer, Whirlpool, is using its kitchen appliance brand, KitchenAid, to connect with the golf-watching demographic and to increase awareness of the community development of Benton Harbor, Michigan.
Mercedes-Benz: Golf overtakes tennis in portfolio
German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.
American Express keeps USGA on upward curve
Sponsorship revenues for the US Golf Association (USGA) will hit a record level in 2016 following the renewal of its agreement with financial services company American Express.
Mercedes-Benz drives on with Open Championship
German automotive company Mercedes-Benz has signed a multi-year extension to its partnership with golf’s Open Championship.
Europe’s Ryder Cup team smartens up with Loro Piana
Asian Tour tees up Bloomberg extension
Golf’s Asian Tour has renewed its partnership with the Bloomberg Television division of international business news service Bloomberg.
Genesis named new title sponsor of LA PGA Tour tournament
Genesis, the luxury car brand of Korean automotive manufacturer Hyundai, has been named the new title sponsor of the PGA Tour golf event at the Riviera Country Club in Los Angeles, California.
Manulife: Key objectives fulfilled by LPGA partnership
Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.
RSM signs, CSM and European Tour outline vision
Accountancy firm RSM has joined the roster of golf’s European Tour as the organisation outlines its plan to attract more brands under its new relationship with agency CSM.
Manulife back with LPGA, but set to review next year
Financial services brand Manulife will take a “severe look” at its title sponsor agreement with the LPGA’s Manulife Classic in 2017 after invoking its final extension clause.
American Express renews long-term USGA partnership
Payment card provider American Express and the US Golf Association have sealed a long-term extension of their commercial partnership.
Turkish Airlines: Innovative activations key to sponsorship success
International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.
Shell to end long-running title sponsorship of PGA Tour event
Oil and energy giant Shell has confirmed that it will end its long-running title sponsorship of the Houston Open following the 2017 edition of the PGA Tour golf event.
ISPS Handa partners PGA Tour of Australasia, extends with Women’s Australian Open
Japanese non-profit organisation ISPS Handa has signed a naming rights partnership with golf’s PGA Tour of Australasia and extended its title sponsorship of the Women’s Australian Open tournament.