Luxury carmarkers raising marketing stakes at U.S. Open

Article by Christian A., on June 17, 2011

The presence of the luxury auto brands at the U.S. Open Championship in Bethesda, Md., just cannot be ignored as they’re definitely back. Lexus, the luxury brand of Toyota, recently revealed that it has decided to sponsor golfer Jason Day.

In 2007, Day was the youngest person to win a PGA Tour-sanctioned event. Day, who is now 23 years old, belongs to a lineup of golfers that Lexus is sponsoring, including Nick Watney, Peter Jacobsen, Charles Howell III, Mark O'Meara, Johnny Miller, and Raymond Floyd.

Day and Watney will be competing with other golfers who are also being sponsored by other auto companies. Ian Poulter and Lee Westwood, who ranked second worldwide, are endorsed by Jaguar. Meanwhile, BMW is the sponsor of Martin Kaymer (ranked third around the world) and Alvaro Quiros.

It had always been a tradition for luxury automakers to sponsor PGA events and pro golfers but when the economic crisis hit in 2008, those relationships were cut. There had been 11 automotive title-sponsored PGA events in 2003 but there are only four this year.

One of those four is Cadillac, the only GM brand that has renewed ties with golf. While Cadillac won’t sponsor individual golfers in 2011, it had sponsored an event last March – the 2011 Doral Open in Miami – that was promptly renamed the World Golf Championships-Cadillac Championship.

Topics: united states

If you liked the article, share on:

Comments

Recommended

In a game-changing move, Ford has revealed that it will soon produce its first ever all-electric CUV that will be built to be electric from the ground up, and it...
by - May 23, 2017
The wait for the Mustang’s GT-based Super Snake concept to be released is finally over. Shelby had recently collaborated with Ford Performance and Borla to come up with something that...
by - May 23, 2017
While the BMW M3 is making some noise in Abu Dhabi with its San Marino Blue outfit, Porsche on the other hand, is catching people’s attention in Dubai as the...
by - May 23, 2017
We first heard of the fifth generation SEAT Ibiza earlier this year, and last week, the company finally revealed the all-new Ibiza at the international launch in Barcelona. The new...
by - May 22, 2017
The aftermath of the Takata airbag recall still largely resounds in the automotive industry, as big automotive companies like BMW, Mazda, Subaru and Toyota were extensively hit with what is...
by - May 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries