American Century Investments of Kansas City, Mo., has signed a four-year deal with NBC Sports to become the title sponsor of the Celebrity Golf Championship. Now in its 10th year, the championship will take place over the July 4th weekend at Edgewood Tahoe Golf Course in Stateline, Nev. John Elway, Wayne Gretsky and Michael Jordan are among the celebrities who will play.

American Century is working on a series of television advertisements with golf themes to air during the tournament and print ads for the event program.

It is the first time American Century has sponsored a sporting event. It declined to disclose how much the sponsorship cost. Last year, American Century sponsored a traveling photo exhibit of presidential portraits in partnership with Time magazine

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