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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

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Nov.19

12:39 PM ET

Wednesday, 19 Nov 2008

Lexus Going Ahead On Sports Sponsorships: Buick Cuts Back

Posted By:Darren Rovell

Topics:Automobile Industry | Endorsements | Marketing | Advertising | Sports

Companies:General Motors Corp

This post is from CNBC sports producer Tom Rotunno:

Lexus
Lexus
Luxury automaker Lexus will be moving ahead as planned with its USGA and USTA sponsorships for 2009. Lexus spokeswoman Nancy Hubbell tells me the company is committed to its golf and tennis promotional activities for next year.

Lexus is the automotive partner of the USGA and the official car of the U.S. Open, U.S. Women's Open, U.S. Senior Open and U.S. Amateur. The multi-year deal, which began last year, makes Lexus the first automotive partner in the USGA's 112-year history. Under the deal Lexus provides courtesy vehicles for athletes competing in those events.

Lexus is also the presenting sponsor of the USTA’s U.S. Open Men's Singles Championship and awards a Lexus auto to the winner. The company also provides courtesy cars to the more than 250 athletes who typically compete in tournament.

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The news is not so good for Buick or the PGA. Yesterday, the company announced it was scaling back its activities with the PGA. The automaker saying that unlike past years, it will not be providing courtesy cars for most PGA tournaments in 2009. Buick is the official car of the PGA but with General Motors [GM Loading... () ] posting a $2.5 billion quarterly loss earlier this month, Larry Peck, golf marketing manager for Buick tells the Associated Press “We’re taking a hard look at everything right now.”

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