Cadillac will make its return as a high-profile sponsor of professional golf, next year, and aims to bring a PGA tournament event back to Detroit, the maker announced.
The move underscores a broader strategy by General Motors to resume its long-time role as a major sponsor of high-visibility sporting events, something GM had to pare down and eventually abandon in the years leading up to last year’s bankruptcy.
Caddy will become the title sponsor of the Cadillac Championship, which will be played at the TPC Blue Monster, the challenging Doral Golf Resort & Spa in Doral, Florida. Caddy also will become an umbrella sponsor of the World Golf Championships.
“As a global series, it provides us with an ideal marketing partnership for Cadillac to efficiently and effectively reach our target audience,” said Cadillac’s Vice President of Marketing Don Butler. “We could not think of a more fitting way to bring golf back to Cadillac.”