From the Rough

Golf without discretion

Coca-Cola and Southern Company save East Lake from tour extinction

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The PGA Tour has a lot of holes to plug when it comes to filling empty sponsorship slots for the upcoming season. Currently, there are nine tournaments on tour without a main sponsor for 2011, leaving Tim Finchem and the rest of his staff to wonder what’s in store for the future.

On Thursday at Atlanta’s annual Convention and Visitors Bureau meeting, the tour received some very good news in the form of commitments by Coke and Southern Company to remain lead sponsors for the Tour Championship.

As reported first by the Atlanta Journal Constitution, Coke will stay on as presenting sponsor of the Atlanta-based event through 2016. They’ll also retain their title as the tour’s official soft drink.

Southern Company will also remain the tour’s “official energy sponsor” for the foreseeable future. (There was no definitive date for how long Southern Company would remain a sponsor of the PGA Tour.)

Count this as a big win for the PGA Tour. Considering how vital the Tour Championship is to the tour’s schedule, as well as the FedEx Cup, this is the type of good news Tim Finchem was hoping for. It adds a some stability to one of the biggest events each year, as well as keeping the players happy by retaining East Lake as the venue for the next six years.

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Written by Jonathan Wall

04/15/2010 at 4:33 pm

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