Dec 23, 2010 at 04:19 PM
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IHG Becomes PGA Tour Partner, Extends Crowne Plaza Title Sponsorship

InterContinental Hotels Group (IHG) and PGA TOUR today announced they have entered into a five-year integrated marketing partnership that, beginning in 2011, will make IHG an official partner of the PGA TOUR, Champions Tour and Nationwide Tour in the hotel and resort category. Additionally, Crowne Plaza Hotels & Resorts, a portfolio brand of IHG, will extend its title sponsorship of the PGA TOUR's Crowne Plaza Invitational, which begain in 2007, through 2015.

In addition to Crowne Plaza, IHG owns and manages a portfolio of hotel brands including InterContinental Hotels & Resorts, Hotel Indigo, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites and Candlewood Suites. IHG maintains the world's largest hotel loyalty program, Priority Club Rewards, with 52 million members worldwide.

"We are extremely pleased to announce this new long-term relationship with the PGA TOUR, which includes extending our sponsorship of the Crowne Plaza Invitational at Colonial," said Jim Abrahamson, President, The Americas, IHG. "This partnership provides a terrific opportunity for IHG to showcase all its eight brands and bring to life our award winning loyalty program for fans as well as the PGA TOUR's membership base of players from around the world."

"We are delighted to extend our tournament sponsorship with Crowne Plaza and to expand our relationship with InterContinental Hotels Group," said PGA TOUR Commissioner Tim Finchem. "The Crowne Plaza Invitational at Colonial is one of the most storied tournaments on the PGA TOUR, as well as one of the leading tournaments in terms of charitable giving, and Crowne Plaza's sponsorship is important to continuing this legacy. Also, by welcoming IHG as an Official Marketing Partner, our players – as well as their families and caddies – will receive valuable benefits and room options throughout the year."

As an Official Marketing Partner of the PGA TOUR, IHG will provide rooms, rewards and preferred rates to constituencies of the PGA Tour including players, caddies, media partners and PGA TOUR staff. For several PGA Tour players who participate in a program that includes personal appearances with IHG guests at tournaments and/or use of their name and likeness, additional benefits will include an increased number of complimentary room nights per year

IHG will also receive a combination of PGA TOUR assets including media, special events, TPCs and charitable activities. PGATOUR.COM will feature a "hotel finder" on the tournament pages that will allow fans to easily book hotel rooms at one of IHG's 4,500 properties when traveling to events.

"Golf continues to be a great strategic fit for the Crowne Plaza brand and we are extremely proud to be extending our title sponsorship of the Crowne Plaza Invitational at Colonial," said Gina LaBarre, Vice President, Brand Delivery, IHG. "We're particularly pleased to continue our relationship with the Colonial Country Club in Fort Worth and be associated with its 65 years of rich tradition, commitment to excellence & charitable giving."