BMW motors into event sponsorship with PGA Tour

This was reported over the sports and intellectual property law wire just a few minutes ago:

German automotive giant BMW yesterday announced a six-year partnership agreement with the PGA Tour and the U.S. Western Golf Association (WGA) to create the BMW Championship.

The new BMW Championship will be third of four PGA Tour "play-off tournaments" forming the season ending "race for the cup" that culminates the new FedExCup competition that debuts in 2007.

Jan-Christiaan Koenders, director, BMW brand communications, said: “The partnership reinforces BMW's global three pillar sports marketing strategy. The strategy includes partnership agreements with the US America's Cup sailing team, BMW Oracle Racing, the BMW Sauber F1 Team and now the prestigious PGA Tour.”