Under the agreement, American Century will continue to be the title sponsor of the Celebrity Golf Championship through 2005, at which point it will have the option of renewing its agreement two more years. American Century began sponsoring the tournament in 1999, when it signed a four-year agreement that lasted through 2002.
'For the past three years this tournament has provided the foundation for an integrated brand-building program that has helped establish American Century's national reputation,' said Michael Barr, head of brand management, in a statement. 'Besides the national attention generated by the network coverage, an appealing element of the tournament has been building relationships with key clients.'
The tournament begins today and runs through July 8, according to a company spokesperson.
American Century manages approximately $95 billion in assets and has nearly two million retail and institutional clients, according to the company.