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A
Premier Relationship |
Rolex
Watch USA enters its third decade of support of the AJGA |
By
Matt Larson
Sponsorship Coordinator
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| Rolex
proudly sponsors the Rolex Tournament of Champions and
the Rolex Girls Junior Championship. |
One didn’t have to spend much time at the Rolex Tournament
of Champions in Sunriver, Ore., in 2004 to realize that this
event isn’t like most others. Then again, you could say
that about anything Rolex does with the AJGA. Tent tops, tee
markers, tee signs and even the pairings box were emblazoned
with the Rolex Crown. These are just a few of the ways Rolex
made this event special. Even more, it is a testament to how
this timepiece maker views its relationship with the AJGA.
Much
like everything that Rolex Watch USA does, it does it a step
above the rest. The Rolex Tournament of Champions, Rolex Girls
Junior Championship, and the Rolex Junior All-America Awards
Banquet are just a few examples of how a company truly activates
its sponsorship.
The Rolex Tournament of Champions in 2004 was a tremendous example
of how the little things can make the biggest difference in
the success of a tournament. When driving or flying into the
high desert of eastern Oregon, one cannot help but notice the
pure beauty of the surrounding landscape featuring gorgeous
tree lines, stunning rivers and lakes and snow-capped mountains.
You head to Sunriver Resort, home of the Crosswater Course,
ranked in the Golf Digest Top 100. The Crosswater Course earned
its namesake for a reason; almost every hole involves water.
The fairways wind around the Deschutes and Little Deschutes
Rivers, providing a beautiful backdrop but silent hazard. The
resort features a luxurious lodge, lavish cabin-like condominiums
and unbeatable service, not to mention unbelievable golf.
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| Rolex
also sponsors the Rolex Junior All-America Teams, Rolex
Junior Players of the Year and the Rolex Junior All-America
Awards Banquet. |
The copious setting described above is only the beginning of
how Rolex and everything that it does with and for the AJGA
is undoubtedly first-class. When one approaches the Crosswater
Course at Sunriver, it is difficult not to notice the PGA TOUR-like
banners and signage greeting players, parents, spectators, volunteers
and staff. The Rolex crown is on the pairings box, tee signs,
tee markers, putting green, driving range and tent tops and
seems to fit in perfectly with the soaring surrounding mountains.
The Rolex Tournament of Champions was top-notch in every way.
Meals were provided for players and their families throughout
the tournament. Tournament gifts included Rolex embroidered
Polo Golf shirts and Ahead hats, Rolex Tournament of Champions
metal bag tags, Rolex Tournament of Champions tournament towels
and Rolex divot tools. Even the parents got in on the action
as they were treated to a parents-only meeting featuring appetizers
and drinks along with gifts including a Rules of Golf book with
a leather Rolex cover. A luxurious banquet with speakers, more
great food and friendship was afforded for all those who made
the cut. Trophies made specifically for the Rolex Tournament
of Champions were handed out following the event. The preceding
are just a few examples of how Rolex made this tournament, much
like everything it does, truly luxurious.
The Rolex Tournament of Champions showed how a sponsorship with
the AJGA can be activated. The Rolex Girls Junior Championship
received the same first-class treatment, as did the Rolex Junior
All-America Awards banquet. No expense at any Rolex event is
spared; no path uncrossed; no rock unturned. Rolex events are
incredible examples of how a great relationship can lead to
unbelievable experiences.
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| The
Rolex crown dons many items at the Rolex Tournament of
Champions, including the pairings box. |
Rolex
Watch USA is currently in its third decade of supporting the
AJGA and its second year as a Premier Partner. Rolex, the official
timepiece of the AJGA, will again sponsor two of the most prestigious
tournaments in junior golf: the Rolex Tournament of Champions
and the Rolex Girls Championship as well as the Rolex Junior
Players of the Year, the Rolex Junior All-America Teams and
the Rolex Junior All-America Awards Banquet. The long-time AJGA
supporter is also the Founding Partner of the AJGA ACE Grant,
whose goal is to give top-flight golf opportunities to young
golfers regardless of financial resources. Further, Rolex is
an Official Partner to the PING Junior Solheim Cup, an international
team match play event that pits the best junior girls from the
United States against their European counterparts. The 2005
edition will take place August 5-7 at the Bridgewater Club in
Carmel, Ind.
The partnership between Rolex and the AJGA has been a win-win
for both for over two decades. The ability of the AJGA to reach
a tremendous market and the aptitude of Rolex to fully activate
a sponsorship has made this remarkable relationship a great
illustration of how first-class junior golf and a first-class
company can work hand-in hand to benefit together. |
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