Why GSO? Wyndham CEO Says Sponsorship Makes Sense

12:10 PM, Aug 18, 2012   |    comments
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Greensboro, NC -- Some of the world's best golfers are spending the weekend of Sedgefield Country Club. The tournament that's happening there will draw tens of thousands of people to the Piedmont, mean millions of dollars in media exposure for the area and spur big donations to some local charities.  

But how did The Wyndham become The Wyndham?

For the company that sponsors the event -- Wyndham Worldwide -- it's about more than golfers sinking big putts or making great shots, its chairman and CEO said.

Steve Holmes appeared on The Good Morning Show on Saturday and said the tournament's rich history and tradition of giving back to the community made it a good fit for his company's brand. That's why they're willing to sink some serious sponsorship dollars into the Triad.

"It's a huge commitment of resources -- financial as well as people resources," Holmes said. "And for that, we do expect to get something back for it. And what we're getting back is the connection with the community, people understanding who we are and what we're all about, getting the message of who Wyndham Worldwide is out to the world. ... [We] could just slap a sign on and walk away, but that's just not the way we are. We're really relationship driven."

Organizers won't say how much Wyndham spends to sponsor the tournament, but this is the sixth year with its name on the event. Last year, it extended its title sponsorship through 2016.

Earlier this week, it pledged a five-year, $1 million donation to The First Tee organization. Of that, $400,000 will go to The First Tee of the Triad.

WFMY News 2

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