The executive swing: the 1996 Black Enterprise/Pepsi Golf Challenge offers more than fun and sun - it's where deals are done - Networking

Black Enterprise, Feb, 1997 by Robyn Clarke

Among the Exhibition Hall participants was American Express, the nation's largest diversified financial services organization. A three-time sponsor of the B.E./Pepsi Challenge, AmEx considers the participants of the tournament to be among their most valued customers, and wants to increase their visibility in the African American community, says Glenda McNeal, vice president of American Express Travel Related Services. "In July of 1996, we launched a credit card for golfers," she notes, "and we felt it was very appropriate to market it at the tournament.

The American Express Golf Card is exclusively for the golf enthusiast. For every dollar spent, one point goes toward the purchase of golf-related products such as Bobby Jones apparel, equipment by the likes of Callaway, tee time at 160 participating golf venues or golf lessons at Leadbetter Golf Academies. (Bobby Jones Apparel, Callaway, a manufacturer of golf equipment and Leadbetter Academies is Amex's partner in sponsoring the event.) McNeal expresses great pride in American Express being the first Challenge sponsor to sign on three years ago. "We're glad to have the opportunity to educate our consumers about our services," she says.

Titleist, a leading manufacturer of golf equipment, first became a Challenge corporate sponsor in 1995, after indignant attendees expressed their dissatisfaction with the absence of golf and tennis manufacturers/sponsors at the first Challenge. Maintaining their sincerity of purpose and presence at the event, Titleist "has been receptive to all groups, long before Tiger[Woods]-mania hit America," notes the company's Director of Special Markets Craig Bowen.

Citing tournament sponsorship as "an extension of what we already do," Bowen says his company is actively involved with black colleges and inner-city initiatives, adding that it is a socially responsible company. "Perception is everything," says Bowen, "and Titleist is geared toward golfers, period. We target all golfers because we are in the golfing business. We have something to offer everyone."

The tournament's publicity also provides tremendous impetus for sponsors to participate. According to Joyce Roche, president and COO of Savannah, Georgia-based Carson Products Co.--which is responsible for Dark and Lovely hair products and the Magic Shave product line--the exposure from "an outstanding audience of influential African Americans" is an effective means of acquiring a larger consumer base. Roche's former company, Avon Products Inc., served as a sponsor for the first Challenge. "I was initially shocked by the amount of people present at this event--I didn't expect for it to attract the numbers it did," says Roche. These numbers can help a company to add substantially to its bottom line.

A LITTLE R&R

Seturah Walker was among the many who came to the tournament exclusively for some sun and fun. A human resources professional with FMC Corp., a Chicago-based Fortune 500 food, machinery, chemical and defense company, Walker says the tournament "is very conducive to relaxation. It's nice to know that all the details and accommodations will be taken care of."