GM to put brakes on sponsorship of major pro golf tournament

DETROIT (AP) — General Motors Co. will end its half-century run as sponsor of the Buick Open golf tournament as it tries to focus scarce marketing dollars on its cars and trucks, a person briefed on the decision said Tuesday.

GM and tour officials will make the announcement after this year’s open, which begins Thursday and ends Sunday, said the person, who did not want to be identified because the announcement will not be made until the tournament ends.

The decision calls into question the fate of the other PGA Tour stop sponsored by GM, the Buick Invitational held in February in San Diego.

GM spokesman Pete Ternes said the company is discussing its future role with PGA Tour officials. The company’s contract for the two stops ends in 2010, he said.

“Both are under discussion and we haven’t signed or agreed to any changes at this point,” he said Tuesday.

The troubled automaker, which emerged from Chapter 11 bankruptcy protection on July 10, has been cutting back on professional sports sponsorships for the past year to conserve marketing dollars. Earlier this month the company placed longtime product development chief Bob Lutz in charge of marketing, and he has said the company will focus its advertising more on products.

GM, which has racked up more than $80 billion in losses in the past four years, is trying to spend more promoting its new vehicles, especially its cars, which it says are competitive or better than those made by its Japanese rivals.

The company is selling or phasing out its Pontiac, Saturn, Saab and Hummer brands and will concentrate on selling Chevrolet, Cadillac, Buick and GMC.

The century-old automaker has been cutting back on everything from professional baseball to NASCAR in the past year.