Golf and Tennis Challenge: tournament in review - African American business executive tournaments - Special Section: 1994 Black Enterprise/Pepsi-Cola Golf and Tennis Challenge

Black Enterprise, Sept, 1994

The Challenge also has provided a premier opportunity for advertisers to interface with and expose their products and services to an affluent aduience of black professionals. This event provides a unique opportunity to enlighten the golf and tennis industry as to the passion of black involvement in the sports, and to the importance of providing blacks with opportunities within these industries. Finally, the B.E. Challenge was developed to help further increase the interest of African-Americans playing golf and tennis--both recreationally and as a tool for furthering their careers.

"Historically, when it comes to golf and tennis," says Johnny Graves, "blacks have been restricted not just socially, but also in terms of career moves--not being able to entertain and co-mingle with clients, not making contacts at clubs or meeting potential clients. That's big roadblock for this community."

To help sweep aside this roadblock, the B.E. Challenge has attracted a large number of blue-chip sponsors, companies that recognized the importance of the African-American marketplace and the significance of this gathering. In addition to Pepsi, the title sponsor, other corporate benefactors include AT&T, Absolut Vodka, American Airlines, American Express, Anheuser-Busch, Apple Computers, Avon, Barbados, Bell South, Chase Manhattan Bank, Chrysler, Federal Express, Kodak, Motorola, Reebok, Ryder, Tiffany and Xerox.

Not to be overlooked is the competitive spirit of the Challenge. While novice golfers will be afforded the chance to learn the complex game at beginner levels, others will tackle PGA National's challenging layout in a 54-hole individual and team competition. The tennis tournament will entail a round-robin doubles format played over National's 19 clay courts.

Says Graves: "We hope this tournament will help all participants cement solid business relationships with each other and our sponsors here and back home."