By Barry Janoff
March 3, 2015: In what the company is calling its first official sponsorship in golf, Dell has signed a multi-year deal with the International Federation of PGA Tours to become title sponsor of the World Golf Championships-Match Play, beginning in 2016 and running through 2019.
Under the deal, Dell also becomes a sponsor the other World Golf Championships events, including the Cadillac Championship, the Bridgestone Invitational and the HSBC Champions (Shanghai, China).
Financial details were not shared.
Dell replaces Cadillac as the WGC Match Play title sponsor, which took over this year from Accenture, the title sponsor dating back to 2001. The first two WGC-Match Play Championships were title sponsored by Andersen Consulting.
The World Golf Championships-Dell Match Play features the top 64 players from the official World Golf ranking in a unique match-play format.
Dell has sports sponsorship experience with Formula 1 and America’s Cup.
Dell’s presence will begin this with World Golf Championships, launching at the Cadillac Championship this week in Miami. The company will then have "significant activation" at the World Golf Championships-Cadillac Match Play at TPC San Francisco (April 27-May 3).
The Bridgestone Invitational will be played Aug. 3-9, and the NSBC Champions Nov. 3-9.
Dell said it would support with a customer engagement program, a fan-facing Dell technology experience and a digital media campaign across the 2015 World Golf Championships.
In 2016, Dell plans to integrate its various technology solutions into the World Golf Championships-Dell Match Play.
Marketing partners for the 2015 event also include Bridgestone, Rolex, HSBC, Grey Goose, Michelob Ultra and United Airlines.
In 2016, the renamed World Golf Championships-Dell Match Play will move to Dell's home city of Austin and will be scheduled for the week of March 21-27.
The site host course will be made in the near future.
“We’re excited to sponsor the Match Play Championship, to showcase Dell technology to golf fans and to bring the world’s greatest golfers to our hometown, Austin, Texas,” Michael Dell, chairman and CEO, said in a statement. “We’re also proud to support the championship’s tradition of philanthropy that has raised millions of dollars for charitable causes.”
"Dell will find the World Golf Championships to be an extremely effective and valuable global marketing and business-to-business platform."
According to PGA Tour commissioner Tim Finchem, speaking on behalf of the International Federation of PGA Tours, “In addition to the visibility of becoming title sponsor, we’re confident that Dell will find the World Golf Championships to be an extremely effective and valuable global marketing and business-to-business platform. We very much look forward to working with Dell this year as it becomes integrated with the World Golf Championships and then moves to the Dell Match Play sponsorship in 2016.
The WGC Match Play is broadcast to more than 1 billion households in 225 countries and territories in 32 languages. It has generated more than $15 million for charity since its inception, part of the more than $50 million raised for global charities since the advent of the World Golf Championships in 1999, according to the International Federation of PGA Tours.
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