Cialis Jokes and Lame Bathtub Ads No More; IBM Out Too

From Sports Business Journal:

After 10 years, IBM presses ‘escape’ on PGA Tour deal

Oh wouldn't you love to know the Cialis-inspired headlines that were considered?

The company has been the tour’s “official information technology partner” for 10 years and has wide-ranging rights. It is embedded deeply enough into the sport that it may still be involved with the tour or possibly provide products or services to its successor as the tour’s technology sponsor, sources said, but it won’t return as an official sponsor.

Darn, and I was hoping this meant no more lousy IBM laptops in press rooms.

IBM provides the ShotLink real-time scoring system and the TourCast application, which provides online graphical webcasts of tour stops on PGATour.com.

Other than pricing, sources said IBM was distressed that some competitors gained access to tour equity through affiliations with local events, like EDS’ title sponsorship of the Byron Nelson Championship.

Gained access to tour equity. That's a keeper.

Hey, but at least now we all know what business EDS is in.

IBM has been a Masters sponsor for more than 20 years, and with its official PGA Tour status winding down, it is looking at more tournament affiliations. However, the tour is asking its tournaments not to do any exclusive deals with IBM in deference to any future sponsorship it may cut with a technology partner. An e-mail this month from PGA Tour CMO Tom Wade to tournament directors, obtained by SportsBusiness Journal, stated, “A continued relationship with IBM beyond 2007 is uncertain.” It went on to say the tour is in discussions with “a few different technology partners” who would “invest significantly with many of our tournaments.” Wade asks event directors to contact the tour before granting IBM official or exclusive rights.

Fun times.

Meanwhile, Cialis will not renew its official marketing partnership with the tour. Eli Lilly signed the four-year deal late in 2003 as it prepared to go to market with the erectile dysfunction drug.

But their ad looked so good on the scoreboards. And think of all the fathers who will be deprived of the privilege of explaining Cialis to their sons and daughters.