Tiger Woods and Buick Re-Up
11 Februar 2004 - 9:01PM
PR Newswire (US)
Tiger Woods and Buick Re-Up Contract Extension provides for Buick
lobby at new Learning Center LA JOLLA, Calif., Feb. 11 /PRNewswire/
-- Buick and Tiger Woods, both enthusiastically citing their
successful partnership, today announced a multi- year renewal of
their endorsement agreement. Tiger and Buick General Manager CJ
Fraleigh made the announcement at Torrey Pines Golf Course, site of
the 2004 Buick Invitational. Tiger won the tournament in 2003 and
will defend his title this week. Tiger's original agreement with
Buick was announced at Torrey Pines in December 1999. Under the
agreement, Tiger will continue to appear in all aspects of Buick's
marketing programs. "Tiger has been an invaluable asset to Buick
across the marketing spectrum,"said Fraleigh. "From television ads
to print ads to Internet films to dealer clinics, Tiger -- who is
almost larger than life -- makes people think differently about
Buick. As the original and largest corporate sponsor of the PGA
TOUR, the Tiger/Buick relationship is a natural one. "And as Buick
introduces a variety of new vehicles, including the LaCrosse and
Terraza this fall, there's nobody better than Tiger to amplify our
message." Under the contract, Buick will continue to support the
Tiger Woods Foundation and the Tiger Woods Learning Center, an
innovative education facility located in Anaheim, Calif. Using
programs in math, science, language arts and technology, students
will discover their futures through improved academics and
character development. The lobby of this landmark 35,000-
square-foot facility will be named after Buick. More information is
available at http://www.tigerwoodsfoundation.org/ . "I am proud to
extend my relationship with Buick, especially as they roll out a
striking new lineup of cars and trucks. I've seen the new products,
and it's clear Buick raised the bar," said Tiger. "I've had fun
with Buick, and their marketing has made available a side of me
that people don't normally see. I think that's been beneficial for
me and for Buick. "Maybe best of all is that through Buick's
support of my foundation, we're inspiring and developing children."
No other terms of the agreement were disclosed. Since 1999, Tiger
and Buick collaborated on a number of marketing programs. A few
highlights include: * In 2001, Buick unveiled the Buick Bengal
concept car -- the first car designed with a major sports figure in
mind. * Buick donated the Regal Tiger drove the week he won the
2001 Masters golf tournament tothe Tiger Woods Foundation, and two
California teenagers bid more than $60,000 to win the car. The
Fitzgerald brothers raised the cash from a sports card collecting
business they have been running together. * Buick launched the
Rendezvous -- Buick'sfirst truck-based vehicle in 80 years -- with
Tiger in all phases of its marketing. A new segment and new name
for Buick, Rendezvous sold more than 60,000 in its first year and
more than 70,000 in its second. * Buick offered 20 spots to
consumers inthe division's first-ever Tiger Training Camp
promotion. For a chance to win the incredible golf adventure, golf
fans had to correctly guess Woods' score for either the third or
fourth rounds of the 2001 Buick Invitational. * For the last two
years,Tiger has served as the honorary chairman of the Buick
Scramble, the world's largest amateur golf tournament with more
than 80,000 participants. He is featured in Scramble marketing
materials and appears at the awards ceremony. * More than 3
millionpeople watched the Tiger Trap on-line film and more than
250,000 registered for a sweepstakes to win a Buick Rainier. Along
with Buick's marketing department, these integrated programs were
created and managed by Buick's core marketing partners: *
Advertising: McCann-Erickson Detroit * Promotional: Momentum
Detroit * Interactive: i33 * Media buying: GM Planworks. ABOUT
BUICK GOLF Buick, the official car of golf and the original
corporate sponsor of the PGA Tour, has a marketing partnership with
Tiger Woods, the world's number one player. Buick is the
title-sponsor of four PGA Tour events in 2004: The Buick
Invitational at Torrey Pines Golf Course in La Jolla, Calif. (Feb.
9-15); the Buick Classic at Westchester Country Club in Harrison,
N.Y. (June 7-13); the Buick Open at Warwick Hills Golf and Country
Club in Grand Blanc, Mich. (July 26-Aug. 1); and the Buick
Championship at the TPC at River Highlands in Cromwell, Conn. (Aug.
23-29). Buick has donated more than 27 million dollars to local
charities from proceeds raised through its PGA Tour events. Buick
is now in its third year as the official car of the PGA of America
and the title-sponsor of the Buick Scramble, the world's largest
amateur golf tournament. DATASOURCE: Buick CONTACT: John Wray of
Buick Communications, +1-313-665-1478 Web site:
http://media.gm.com/ http://www.gm.com/
Copyright