AP Source: GM will quit sponsoring the Buick Open

ByABC News
July 28, 2009, 2:38 PM

DETROIT -- General Motors will end its half-century run as sponsor of the Buick Open golf tournament as it tries to focus scarce marketing dollars on its cars and trucks, a person briefed on the decision said Tuesday.

GM and tour officials will make the announcement after this year's open, which begins Thursday and ends Sunday, said the person, who did not want to be identified because the official announcement will not be made until the tournament ends.

GolfWeek Magazine, citing two sources it did not identify, reported on its website last week that GM would end the PGA Tour's longest partnership and a new sponsor and venue would replace the Warwick Hills Golf and Country Club.

Kenny Perry, who will not play this week, won the tournament last year as it celebrated its 50th anniversary.

Vijay Singh has won a record three Buick Open titles. Woods, Perry, Julius Boros and Tony Lema have two Buick Open titles.

Woods provided the tournament with a boost last week when he committed to playing in Grand Blanc even though it will likely lead to him playing in three straight tournaments. He and rock legend Bob Seger highlight Wednesday's pro-am and will be followed by a throng of fans, starting with their 7 a.m. tee time.

The troubled automaker, which emerged from Chapter 11 bankruptcy protection July 10, has been cutting professional sports sponsorships the past year to conserve marketing dollars. Earlier this month the company placed longtime product development chief Bob Lutz in charge of marketing.

GM, which has racked up more than $80 billion in losses the past four years, is trying to spend more promoting its new vehicles, especially cars, which it says are competitive or better than those made by Japanese rivals.

The company is selling or phasing out its Pontiac, Saturn, Saab and Hummer brands and will concentrate on selling Chevrolet, Cadillac, Buick and GMC.

The century-old automaker has been cutting spending on everything from professional baseball to NASCAR the past year. In 2008 GM ended a nine-year endorsement deal with golf superstar Tiger Woods, who will play in this week's Buick Open in Grand Blanc, Mich., about 50 miles north of Detroit.