BMW Gets Into The Swing of Things
Brandweek, Wednesday, June 28, 2006 2:30 PM
Take that, Buick. BMW has signed a six-year deal with The PGA and the Western Golf Association to change the name of the Western Open to The BMW Championship, beginning in September 2007. It's about time more luxury car brands take notice that the customers buying their cars are also the ones with an interest in golf. "The PGA Tour demographic and the BMW demographic are very similar," said Bob Combs, senior vice president-communications, PGA Tour. The Western Open has been around for quite some time, having debuted in 1899.
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