In a long-anticipated move, a reorganized General Motors announced Monday it will showcase its Cadillac brand as title sponsor of the World Golf Championships event at Doral Golf Resort & Spa.
The multiyear agreement calls for renaming the tournament, WGC-Cadillac Championship, and having Cadillac serve as an umbrella sponsor of the WGC series. The deal plugs a sponsorship vacancy that was created when CA decided to leave the event hosted at the famed South Florida resort.
GM’s decision to invest again in golf sponsorships renews the automaker’s half-century commitment to the sport as a marketing platform. While under bankruptcy court protection in 2009, GM ended its support of the Buick Open near Flint, Mich. It also severed a nine-year partnership with marquee endorser, Tiger Woods, in 2008.
Profitable once again, and fresh off a $23.1 billion initial public offering that significantly reduced its dependency on the U.S. government, GM is counting on its new marketing initiatives to help keep its momentum.
The Tour and Cadillac also confirmed they’re seeking to grow their partnership, possibly by having the luxury auto brand support a new PGA Tour event in Detroit.
The WGC sponsorship provides branding and advertising opportunities across four global events, which Cadillac officials say ideally complements their new slogan: the New Standard of the World.
“The World Golf Championships are all about the highest level of performance on a global stage and fit well with Cadillac’s theme. . .” said Don Butler, vice president for Cadillac Marketing. “We could not think of a more fitting way to bring golf back to Cadillac.”
The Associated Press contributed to this report.