• by Wayne Friedman , September 1, 2005

Turner Sports and Orbitz have struck an advertising deal for TBS' college football package and a PGA Grand Slam of Golf event that is said to be worth $2 million to $3 million over a period of one year, according to media buying executives.

Orbitz, the online travel company, will get the presenting sponsorship title for both sports. For college football, the program will be called "College Football on TBS Presented by Orbitz."

TBS' college football package features 11 games starting in September, featuring teams from the Pacific 10 and Big 12 conferences. Last year, Sony Playstation sponsored college football programming under the marketing banner "Big Playstation Saturday."

TBS was able to expand its advertising involvement with Orbitz by including PGA golf. Orbitz will get a similar title for the PGA Grand Slam of Golf event that will be held in late November in Hawaii, pitting winners of the year's four major golf championships--U.S. Open, British Open, PGA Championships, and the Masters.

The Orbitz name will be well-touted during the two-day PGA TV show, receiving on-air graphics, promotional tune-in spots, and print media during TNT's coverage of the 36-hole stroke-play event.

Heavy cross-promotion between the two sports will help tout a sweepstakes in which winners will receive a trip to the PGA event in Hawaii. Beginning in October and running through November 5, the contest will be promoted during six college football telecasts on TBS, as well as on-air spots on TNT. Sweepstakes information will be available online through TNT.