• by Wayne Friedman , September 1, 2005

Turner Sports and online travel agency Orbitz have struck an advertising deal for two sports programs--TBS's 11-game college football package and TNT's broadcast of the PGA Grand Slam of Golf. Media buying executives estimate the deal is worth $2 million to $3 million over a one-year period.

Orbitz will be named as a presenting sponsor for both sports. The college football program, starting this month, will be called "College Football on TBS Presented by Orbitz." Last year, Sony Playstation sponsored college football programming under the marketing banner "Big Playstation Saturday."

Orbitz will get a similar title for the PGA Grand Slam of Golf event, at which winners of the year's four major golf championships--U.S. Open, British Open, PGA Championships, and the Masters--will play in late November in Hawaii. Turner also will tout the Orbitz name with on-air graphics, among other measures, during TNT's coverage of the 36-hole stroke-play event.

Heavy cross-promotion between the two sports will help promote a sweepstakes in which winners will receive a trip to the PGA event in Hawaii. Beginning in October and running through Nov. 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.