The Professional Golfers' Association

In addition to the expectant dis caper of corporate logos and the repetition of the party's name, sponsors to a fault have got the right to use their sponsorship as part of their public dealings campaigns. In this way, the sponsorship gives the contributors another avenue to publicize their own company while supporting the crack.

Although the PGA is itself a nonprofit organization, and while it is also a fundraising organization for many charitable causes, it is nonetheless arouse in providing financial returns to its sponsors. The dry land elevate Senior Classic, held in the Baltimore area, has had several sponsors and organizers over the past six years as it struggled to meet the demands of the PGA as well as the needs of the sponsor. The issuance was originally sponsored by Toyota, which was the so-called human activity sponsor of the Toyota Invitational, a non-PGA circumstance that began in 1996. When the PGA approached the organizers of the Toyota Invitational about transforming the event into a senior PGA tour stop, Toyota was replaced with State Farm, which paid $900,000 to be the title sponsor (Rulison 1).

By 2001, State Farm determined that the sponsorship no longer fit its strategic objectives and it withdrew from the tournament. Its voice in its give out year was $1.5 million. The PGA put pressure on the organizers and on State Farm to increase the property paid to thespians in the event, and the event also changed venues among several courses in the Baltimore area. At

Sponsors must carefully evaluate the role that they play within their larger marketing--and specifically their promotional--campaigns. During lean economic times, companies whitethorn withdraw their sponsorship of events that are viewed as frivolous by their employees or the investment community if the company is experiencing a downturn in its financial performance. This can be the case even when the contribution is not a singularly large figure compared to the company's cash in hand as a whole; sponsors for entire events on the tour can contribute between $4 million and $6 million. The PGA tour struggled to replace sponsors during the 2003 tour due to a spell of withdrawals.

In this way, Coca-Cola and Target were brought into replace long-time sponsors who withdrew (Tkaczyk 44).

the same time, organizers were growing dissatisfy with their relationship with the PGA organization, and new organizers were brought in (Graham 1). The experiences at the State Farm tournament demonstrate the difficult relationship that can start between sponsors and the PGA.

The PGA has restructured its prize schedule, reshuffled its event schedule, and re-examined its relationship with television. It has lineed new sponsors at a time when companies are reconsidering their sponsorship activities, and it has struggled in order not to lose additional sponsors. Golf is enjoying a popularity unmatched in its history--both as a spectator sport and a participant sport--and the PGA is largely responsible for that phenomenon by bringing exciting players to the public's attention.

Tkaczyk, Christopher. "Golf." episode 146 (Nov 11, 2002): 44.

Behar, Richard. "Spreading the Wealth." Forbes140 (Aug 10, 1987): 74-79.

Local communities are also eager to attract PGA events to their areas; indeed, the tour itself was formed when several country club golf game pros started touring the Southwest as various resorts began offering prize money for winners of tournaments. This early relati
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