American Century Loves This Game!! No, not basketball -- golf. You know, that game with the best demographics for mutual funds. That's the one -- the one that seems to have just about every event sponsored by one financial services company or another.

American Century Investments has joined the growing list of golf tournament sponsors, signing a multi-year deal with NBC Sports to become title sponsor of the Celebrity Golf Championship, an annual tournament held over the July 4th weekend at the Edgewood Tahoe Golf Course in Stateline, Nev. The tournament is in its 10th year and features a long list of celebrities and athletes, including John Elway, Wayne Gretzky, Charles Barkley and our newest political/athletic/entertainment celebrity, Governor Jesse "The Body" Ventura.

"Not only do our investors love golf, this tournament provides the foundation for an integrated brand awareness program that will help establish American Century's national reputation," said Michael Barr, vice president, brand awareness for American Century.

The tournament marks the first time American Century has been a title sponsor of a major sporting event. To support the sponsorship, the company's advertising agency, Rubin Postaer and Associates is creating a series of golf-themed television advertisements, which will debut during the Celebrity Championship. Also, print ads in the event program will "evoke American Century's enthusiasm for golf."

The tournament will be broadcast on NBC Saturday, July 3 from 4 to 6 p.m. Eastern Time and Sunday, July 4 from 3 to 6 p.m. The Golf Channel will air the first round on Friday, July 2 from 3 to 6 p.m. Eastern Time.

 

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