New title sponsor for Australian Open

BY | Australasian PGA Tour | 2005 Australian Open | General | 18 Oct 2005
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The President of the Australian Golf Union, John Fennell, today announced a new naming rights sponsor for the Australian Open.

The Partnership with MFS, a highly diversified investment company specialising in funds management, structured finance and tourism will extend for 3 years. The relationship will incorporate the naming rights sponsorship of the Australian Open and also provide a partnership with the AGU delivering enhanced investment opportunities to Golf Clubs and their members, a fund being specifically established for this purpose and tailored to the needs of Australian golfers.

“The AGU is excited about the establishment of this partnership with MFS which will benefit Golf Clubs and their members and also assist in the future growth of the Australian Open,” Fennell said.

MFS, a publicly listed company, manages over $3 billion in assets across Australia and New Zealand. It has nine offices and employs more then 500 staff. MFS Managing Director Phil Adams, has identified the benefits of associating with the sport of golf. “Being the principal sponsor of the Australian Open and establishing the relationship with the AGU will enable us to significantly increase our brand awareness and importantly introduce us to a strategically important target market, the golfer” said Adams.

Jonathan Field, Vice President IMG golf also added “This Partnership is a great example of a sponsor and a sport working together to mutual benefit. The Partnership benefits the Australian Open, Clubs and golfers and also directly helps grow the MFS brand and it’s business.”

The Australian Open, first staged in 1904 at the Australian Golf Club, is Australia’s most prestigious golf event. It will be staged at Moonah Links on the picturesque Mornington Peninsula November 24 – 27. Moonah Links, purpose built for this event, is the ultimate test of golf.

Source – IMG

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