General Motors Co. said that its luxury brand Cadillac will be the title sponsor of the World Golf Championships tournament in Doral, Fla., which takes place this March. Cadillac didn’t mention how much the sponsorship would cost. Cadillac will also be an umbrella sponsor of the World Golf Championships, consisting of four different tournaments, throughout 2011.
In a statement, Don Butler, Cadillac's vice president of marketing, said that World Golf Championships are “all about the highest level of performance on a global stage.” Butler said that with this sponsorship, Cadillac will have an “ideal marketing partnership” that will enable the brand to “efficiently and effectively” reach its target market.
The Buick Open was a signature event for the PGA Tour up until last year. However, GM had to drop the Buick brand's 50-year sponsorship after it entered bankruptcy in 2009.
Of course, the PGA lost several other sponsors because of the recession. It comes as no surprise then that the PGA is glad about the return of GM as a major advertiser.
PGA Tour Commissioner Tim Finchem, in a statement, said that sponsoring the World Golf Championships will give Cadillac an effective and valuable marketing platform that will “provide an excellent return on its investment.”
This may be the first time for Cadillac to sponsor a World Golf Championships series but it has supported the PGA Tour previously when it was the title sponsor for the Masters Tournament until 2008.