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Cross Promotion In Sports: Does It Work?

Chez Reavie

Chock up another one for cross sports sponsorship as Chez Reavie won his first PGA Tour event, the RBC Canadian Open, wearing the Arizona Diamondbacks "A" logo on his chest with the D-Backs snake logo on his golf bag. Reavie, 26, is from Scottsdale, Ariz., and is a Diamondbacks fan.

"On behalf of the entire D-backs organization, I would first like to congratulate Chez on winning his first tournament during his rookie season on the PGA Tour," said D-backs' President Derrick Hall, in a news release. "We believed Chez was one of the top young golfers on the tour this season when we began sponsoring him during the FBR Open in January. Having our logo featured on his shirt during the season extends our brand to loyal fans who follow golf and the national TV coverage on CBS this weekend brought great exposure for Chez and the D-backs."

I have to admit. I've never really understood this type of cross sports promotion. It's not the first time it has happened in golf of course. Payne Stewart, Ben Curtis and Brian Bateman have all worn NFL logos. And now we have Reavie. While I appreciate the Diamondbacks' loyalty to their fans, and it shows that they sure know how to scout a golfer, I'm not sure what this does for the team other than some nice publicity.

Actually, let me put a disclaimer on this. If the team being worn or shown is a local team--such as a Red Sox car at Loudon (which happened last year with Carl Edwards' car)--I'm OK with it. But a Diamondbacks logo being worn by a golfer 2,250 miles away from the event, even if it is on television, doesn't get me.

Now what would be cool was if Chase Bank was a direct competitor with the Royal Bank of Canada, the event's sponsor. Then, Chase--which sponsors the Diamondbacks' stadium (Chase Field)--could use this to their advantage to upstage RBC's sponsorship of the event.

Write to me and let me know what you think about this idea. Did it work? SportsBiz@cnbc.com.

Questions? Comments? SportsBiz@cnbc.com