Jim Furyk Jumps Into Bed With Westin

The 2010 PGA Tour player of the year presumably won't have to worry about his wake up calls any longer. Jim Furyk, who was disqualified from The Barclays when his mobile phone alarm clock malfunctioned, has signed a sponsorship deal with Starwood Hotels & Resorts' Westin Hotels & Resorts brand.

Furyk will wear the Westin logo on his hat at the more than 20 events he will play this year, appear in Westin marketing campaigns, make appearances at Westin resorts and provide exclusive clinics that Starwood Preferred Guest members can bid on using Starpoints(SM).

"Our sponsorship of championship golfer Jim Furyk highlights our emphasis on promoting a healthy and active lifestyle in a way that will resonate with Westin loyalists and attract new travelers and golf enthusiasts to the brand," said Brian Povinelli, Vice President Brand Management, North America, for Westin Hotels & Resorts. "A long-time fan of Westin, Furyk credits the brand's wellness programming with helping him perform at his best. We're thrilled to sponsor him as he kicks off a new year of world-class golf tournaments and ensure he is prepared to excel on the course when staying in our hotels."

"I am excited to become part of the Westin family and am truly a long-time fan of the brand. I've stayed at Westin hotels all over the world and I credit the brand's Heavenly Bed and Heavenly Shower with helping me perform at my absolute best while on the road," said Furyk.

The sponsorship of Furyk comes as Westin steps up its sports marketing efforts in golf and tennis.