Yesterday the Associated Press reported that Buick, a General Motors brand, ended its 50-year sponsorship of PGA Tour golf events because of its restructuring out of bankruptcy. While certainly this will be a blow to PGA, at least temporarily until new sponsors are acquired, it's also a tremendous blow to Buick.
We don't always think about the loss from the corporate perspective, and we should. Corporations develop equity in the events they sponsor, and this equity serves an important role in the brand's overall marketing function.
How are you and your sponsors developing equity in your events?
