The PGA Tour is finishing a swing that headed down, up and then back down the California coast this last month (with a detour to Arizona), finishing at Riviera Country Club in LaLa land for the Northern Trust Open. The tournament's title and sponsorship are contracted and paid for by the eponymous international financial services company. Northern Trust provides private banking, investment banking and wealth management services. Its customers don't get a free toaster with a new checking account, but many do get access to a catered suite with bar overlooking the eighteenth green.
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| Andy Williams San Diego Open logo hat. |
Last week the PGA tour's traveling road show moved up the the coast to the AT&T Pebble Beach Pro Am, which once was the Bing Crosby National Pro-Amateur.
The dropped tournament names harken back to a time when most early season PGA Tour events generated exposure and borrowed cachet by trading on the name, likeness, and talent of well known celebrities.
Andy Williams was best known for his signature song, Moon River.
Williams jumped on to the sponsorship carousel when Tour events seeking promotional appeal and new revenue streams began taking on names that identified more than place.
The San Diego Open was founded in 1952, but hop-scotched around southern California for its first 16 years, never really finding a home. Williams came aboard in 1968 -- the same year that the tournament moved to Torrey Pines, and the combination of celebrity clout and first-class venue proved to be a real game-changer. The event has remained at Torrey ever since, and become one of the most successful on the PGA Tour – and no doubt that success helped to pave the way for Torrey to be awarded the 2008 U.S. Open, won by Tiger Woods in his memorable 18-hole playoff over Rocco Mediate.
Often there was a pro-am component to the celebrity named tour events. Celebrity pals, as well as accomplished athletes and notable politicians participated. Their star power drew attention and status, drove attendance, and attracted advertising and sponsorship dollars.
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| 1947 Bing Crosby National Pro Amateur program. |
Crosby always had the Hollywood A-list stars like Jack Lemon, Dean Martin, Clint Eastwood, Paul Newman, Jack Nicholson, and recent stars like Bill Murray, Glenn Frey, Kevin Costner, Steve Young, George Lopez, Tom Brady, Tony Romo and Carson Daly all make the trip to Pebble beach for the Clambake.In recent years you can add Justin Timberlake, Alice Cooper, Kenny G, Condoleezza Rice, Ray Romano, Larry The Cable Guy and Wayne Gretzky to that list.



















