General Motors Co., a longtime sponsor of golf's signature PGA Tour, is returning to the links next year in a big way.
Cadillac, GM's luxury brand, announced today that it will be the title sponsor of the World Golf Championships tournament in Doral, Fla., in March. The brand will also serve as an umbrella sponsor of the World Golf Championships, featuring four different tournaments, throughout 2011.
Cadillac declined to comment on how much the sponsorship would cost.
“The World Golf Championships are all about the highest level of performance on a global stage,” Don Butler, Cadillac's vice president of marketing, said in a statement. “As a global series, it provides us with an ideal marketing partnership for Cadillac to efficiently and effectively reach our target audience.”
Up until last year, the Buick Open was a signature event for the PGA Tour, but GM dropped the Buick brand's 50-year sponsorship after declaring bankruptcy in 2009.
The PGA, which has lost some sponsors in the wake of the recession, welcomed the return of GM, a major advertiser.
“We believe that the World Golf Championships will provide Cadillac with an effective and valuable marketing platform that will provide an excellent return on its investment,” PGA Tour Commissioner Tim Finchem said in a statement.
Although this is the first year Cadillac has sponsored a World Golf Championships series, it has backed the PGA Tour in the past. The brand served as the title sponsor for the Masters Tournament until 2008.
GM may also try to help lure the PGA Tour back to Southeast Michigan with a sponsored event in 2012, according to the Detroit Free Press. The last time Michigan hosted a tour event was the Buick Open in Grand Blanc in 2009.