News
STATELINE — NBC Sports has joined American Century Investments, the title sponsorship of the American Century Championship at Stateline, in commiting to the event through 2012, officials announced today.
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“I'm happy to announced today that we have completed the discussions with of our partnerships here in Lake Tahoe to ensure that the event will stay right where it began through 2012,” said Gary Quinn, director of business development for NBC Sports.
The tournament, in its 19th year, went through many incarnations, and sponsorships over the years, but it was American Century who came on board 10 years ago after Isuzu left as the key sponsor alongside NBC in 1998. After the departure, a cloud of uncertainty enveloped the championship.
That’s when American Century Investments stepped up to the plate.
The announcement coincides with American Century’s 50th anniversary.
“It’s an outstanding place for us to be. We feel incredibly welcomed by the community, the Lake Tahoe Visitors Authority, Harrah’s and certainly the folks here at Edgewood,” said Mark Killen, chief marketing officer for American Century Investments.
In 10 years the company has contributed more than $2 million to charitable causes. This year’s tournament marks the company’s third consecutive year of contributing to the Lance Armstrong Foundation, Killen said.
After last year’s Angora fire and a national economy that is in recession, the announcement comes at a time where the South Shore of Lake Tahoe could use some good news.
The golf tournament has become the largest summer attraction for the region, providing priceless air time through NBC Sports.
“We get an opportunity to showcase exactly what’s so special about this place to visit,” said Carol Chaplin, Lake Tahoe Visitors Authority executive director, addressing American Century Investments and NBC Sports. “I want to express our excitement about this and look forward to seeing you all in the future and to make this your second home.”
Chaplin explained the event has progressed into six days and it is the single-largest summer tourist event draw to the region.
“It has a shelf life that goes from July to July,” Chaplin said.
The golf tournament and the organizational efforts of NBC Sports and American Century have made the American Century Championship a world-class event that showcases the beauty of Lake Tahoe, said Ward Bullard, vice president of marketing for Harrah’s/Harveys.
“We look forward to additional years,” Bullard said. “This is just a great opportunity for us to showcase our expertise in casino hospitality and entertainment.”
The tournament wouldn’t be possible without a host course and for 19 years Edgewood Tahoe Golf Course —owned by Park Cattle Company — has been that course.
“We’re really thrilled we could offer to be the host course for another, at least, three years and maybe longer,” said Brad Nelson, president and CEO of Park Cattle Company, which has owned the Edgewood Tahoe property for 110 years.
Since the tournament began, attendance has continuously grown. Last year, more than 27,000 people — a record — attended over a six-day stretch. This year, the numbers are looking just as promising, said Phil Weidinger, media room director for the tournament.
Work for next year’s tournament will begin immediately, organizers said.
“As soon as I get home on Monday, I start working on next year’s event,” Quinn said. “And we’re not going to rest on our success. The minute we do that is the minute that this thing starts to suffer and goes away. And we’re going to do everything we can to ensure that doesn’t happen.”
NBC Sports ratings for the event have been consistently growing over time, going up against PGA events and exceeding the viewership of some of the events on other networks, Quinn said.
“If you look from top to bottom, from one to 83 (in the field of golfers) and you look from top to bottom at a PGA tour event, we probably have a more recognizable field from top to bottom,” Quinn said. “And so I think as part of our 20th year, that might be our new motto: We have the most recognizable field in golf. People like watching it. They like to see the Michael Jordans and Barkleys and Ray Romanos out of their element and trying to do what they do every day to better their handicap.”
The tournament, in its 19th year, went through many incarnations, and sponsorships over the years, but it was American Century who came on board 10 years ago after Isuzu left as the key sponsor alongside NBC in 1998. After the departure, a cloud of uncertainty enveloped the championship.
That’s when American Century Investments stepped up to the plate.
The announcement coincides with American Century’s 50th anniversary.
“It’s an outstanding place for us to be. We feel incredibly welcomed by the community, the Lake Tahoe Visitors Authority, Harrah’s and certainly the folks here at Edgewood,” said Mark Killen, chief marketing officer for American Century Investments.
In 10 years the company has contributed more than $2 million to charitable causes. This year’s tournament marks the company’s third consecutive year of contributing to the Lance Armstrong Foundation, Killen said.
After last year’s Angora fire and a national economy that is in recession, the announcement comes at a time where the South Shore of Lake Tahoe could use some good news.
The golf tournament has become the largest summer attraction for the region, providing priceless air time through NBC Sports.
“We get an opportunity to showcase exactly what’s so special about this place to visit,” said Carol Chaplin, Lake Tahoe Visitors Authority executive director, addressing American Century Investments and NBC Sports. “I want to express our excitement about this and look forward to seeing you all in the future and to make this your second home.”
Chaplin explained the event has progressed into six days and it is the single-largest summer tourist event draw to the region.
“It has a shelf life that goes from July to July,” Chaplin said.
The golf tournament and the organizational efforts of NBC Sports and American Century have made the American Century Championship a world-class event that showcases the beauty of Lake Tahoe, said Ward Bullard, vice president of marketing for Harrah’s/Harveys.
“We look forward to additional years,” Bullard said. “This is just a great opportunity for us to showcase our expertise in casino hospitality and entertainment.”
The tournament wouldn’t be possible without a host course and for 19 years Edgewood Tahoe Golf Course —owned by Park Cattle Company — has been that course.
“We’re really thrilled we could offer to be the host course for another, at least, three years and maybe longer,” said Brad Nelson, president and CEO of Park Cattle Company, which has owned the Edgewood Tahoe property for 110 years.
Since the tournament began, attendance has continuously grown. Last year, more than 27,000 people — a record — attended over a six-day stretch. This year, the numbers are looking just as promising, said Phil Weidinger, media room director for the tournament.
Work for next year’s tournament will begin immediately, organizers said.
“As soon as I get home on Monday, I start working on next year’s event,” Quinn said. “And we’re not going to rest on our success. The minute we do that is the minute that this thing starts to suffer and goes away. And we’re going to do everything we can to ensure that doesn’t happen.”
NBC Sports ratings for the event have been consistently growing over time, going up against PGA events and exceeding the viewership of some of the events on other networks, Quinn said.
“If you look from top to bottom, from one to 83 (in the field of golfers) and you look from top to bottom at a PGA tour event, we probably have a more recognizable field from top to bottom,” Quinn said. “And so I think as part of our 20th year, that might be our new motto: We have the most recognizable field in golf. People like watching it. They like to see the Michael Jordans and Barkleys and Ray Romanos out of their element and trying to do what they do every day to better their handicap.”
