Business Services Industry
Rivalry on the fairway as sponsors play golf.
Australasian Business Intelligence, February, 2003
Feb 26, 2003 (The Australian - ABIX via COMTEX)
Australian corporate sponsors are battling on the golf fairways for dominance of the available namespace. Car maker Holden has dropped its sponsorship to a number of events, while Heineken and MasterCard have added to their golf sponsorship portfolio. ANZ Banking Group has also increased its presence, though it has chosen not to replace Holden as the sponsor of the Australian Open tournament. Figures for 2002 indicate the ANZ sponsorship has been successful, with good name recognition and increased trial rates. A major drawcard for the bank is the golf audience, which is dominated by corporate executives. According to the director of Sweeney Research, Martin Hirons, the key to golf sponsorship results is...
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