ELI LILLY TO SPONSOR GOLF TOURNAMENT

May Brand Event With Name of New Impotency Drug Cialis

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NEW YORK (AdAge.com) -- Lilly ICOS, the marketer of Viagra competitor Cialis, will be the presenting sponsor for the Western Open golf tournament beginning in 2004 under a three-year deal signed with the PGA Tour and the Western Golf Association.

The sponsorship agreement begins in 2004. The Western Open, played in the Chicago suburb of Lemont, is the oldest event on the PGA Tour. The new name for the tournament was not immediately disclosed, nor were the financial terms of the deal. For comparison, Bank of America last year paid $30 million for a four-year sponsorship of the Colonial Classic in Texas.

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dysfunction battle, along with the Bayer/GlaxoSmithKline product Levitra. Both drugs are expected to receive approval from the Food and Drug Administration later this year and hope to challenge Pfizer's runaway leader in the category, Viagra.

Lilly ICOS is a joint venture between Eli Lilly & Co. and ICOS Corp.

A representative from the PGA Tour declined to comment on the re-branded name for the tournament, while Eli Lilly in a statement said it would reveal additional details of the sponsorship, "including tournament identity," at a later date.

Eli Lilly did not return phone calls, but executives close to the deal said the Indianapolis-based company is in "catch-up mode" with Levitra.

Levitra's NFL deal
In May, Levitra signed a three-year, $18 million sponsorship deal with the National Football League that also includes an additional $10 million to $15 million in media buys. Former Chicago Bears and New Orleans Saints coach Mike Ditka will endorse Levitra in a series of print, radio and public service ads. Vigara, meanwhile, has a Major League Baseball sponsorship and sponsors a Nascar auto racing team.

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