EXECUTIVE MEMO

SO YOU WANT TO SPONSOR A PRO TOURNAMENT? First task: Figure out why you're doing it. "You just don't jump into these things," says Bill Colvin, president of MarComm Partners Golf in Beachwood, Ohio. "You need a reason." Among your possible objectives:

Name Awareness--People who play and watch golf on television are largely college graduates with high incomes. Companies marketing to this group can benefit by linking their names with tournaments.

Customer Relations--Pro tourname

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