Hear from Fortune 500 brands that have been forced to pivot as consumer preferences evolve, as well as entrepreneurs building brands from scratch to meet new consumer needs. This event peels apart the layers of brand building with a carefully crafted roster of top marketing, technology, and creative leaders.Learn more
American Honda's Acura division has signed a three-year agreement to support the Tiger Woods Foundation and three related golf tournaments associated with the star golfer's educational efforts.
Acura also will be named the official vehicle of the foundation in exchange for vehicle and philanthropic support. The dollar amount of support was not disclosed.
The first presence of Acura and 180 vehicles for tournament use will be at the 2014 Quicken Loans National Tournament, taking place next weekend at Congressional Country Club in Bethesda, Md. Acura also will have a presence at the foundation's Deutsche Bank Championship Aug. 27-Sept. 1 in Norton, Mass.; and at the World Challenge, to be held Dec. 1-7 in Windermere, Fla.
"The relationship with the Tiger Woods Foundation further strengthens Acura's already deep ties to the game of golf, while benefiting an organization that is advancing educational efforts critical to this nation in the areas of math, science and engineering ," Mike Accavitti, Acura Division general manager, said in a statement.
Acura's philanthropic effort will support the Tiger Woods Learning Center, which teaches programs focusing on science, technology, education and math (STEM), benefiting underserved and low-income students in grades 5 through 12. Through parent company Honda Motor Co., Acura will help the center co-develop advanced robotics and engineering labs.
"It will be cool to see how they incorporate their technology with our STEM initiatives for underserved students nationwide, including our three D.C.-based learning centers," Mr. Woods said in a press release.
Despite Acura's sponsorship of his foundation, as of now Mr. Woods will not be wearing Acura-logo apparel at foundation events or tournaments, Acura spokeswoman Jessica Fini said in an e-mail. She said that Mr. Woods may make appearances related to Acura events at the foundation, but nothing contractual has been inked yet.
"This partnership gives Acura a significant presence at three large PGA events and exposure to thousands of potential Acura customers at these tournaments," Ms. Fini said.
Mr. Woods previously had a nine-year endorsement relationship with Buick, which ended in 2008.
--Mark Rechtin is a reporter for Automotive News