Why Cadillac Supported Detroit’s First-Ever PGA Tournament (NYSE:GM)


The PGA held its first tournament within the Detroit city limits last week and sponsored a typical Motor City brand: General Motors Company Cadillac (NYSE: GM).

Benzinga had the opportunity to speak with Victoria Gagliardi, Cadillac’s Manager, Brand Partnerships and Experiences, about the automaker’s role in the Rocket Mortgage Classic and the brand’s impact on the city of Detroit.

Benzinga: How does Cadillac relate to the PGA? Have you sponsored events in the past?

Gagliardi: Cadillac recently returned to golf with a three-year PGA sponsorship. This new sponsorship includes year-round support for tournaments, including the PGA championship and [the] Rocket Mortgage Classic.

BZ: What did Cadillac do to bring the Rocket Mortgage Classic to Detroit?

Gagliardi: Cadillac is a primary sponsor of the Rocket Mortgage Classic.

To bring the event to life and draw attention to the inaugural PGA tournament in the city of Detroit, Cadillac competed in the Rocket Mortgage Classic City Series event and 3 miles.

The City Series was a public event on July 23 in Cadillac Square. Attendees enjoyed food, music, and the opportunity to play the 15th hole at Detroit Golf Club on an Optishot golf simulator. In addition, Cadillac provided a fleet of SUVs during the week to make it easier for players and fans to get to and from the event.

BZ: The Rocket Mortgage Classic is scheduled in Detroit until 2022. What plans does Cadillac have to continue sponsoring the event?

Gagliardi: Cadillac is excited to be a part of the Rocket Mortgage Classic and our sponsorship of the event will continue for two years.

BZ: What inspired Cadillac to return to Detroit after moving to New York?

Gagliardi: Cadillac is undergoing one of the most aggressive product additions in the brand’s history. A new vehicle will be introduced every six months through 2020.

Our move to Detroit brings the Cadillac branding team closer to those responsible for the new Cadillacs, including design, engineering, purchasing, and manufacturing. This ensures full integration to enable Cadillac’s global growth strategy.

BZ: Detroit is home to a lot of new industries. Do you like to see how the city changes not only as a Motor City?

Gagliardi: It’s wonderful that more and more industries are moving to Detroit. It is a city that is rich in culture, industry and history and has so much to offer. Each new company helps attract young and new talent to the Detroit area, which will help further revitalize the city.

BZ: How has the “rebirth” of Detroit had a positive impact on Cadillac’s business?

Gagliardi: People have become aware of Detroit in recent years and consider it a travel destination. This “rebirth” is helping Cadillac attract new talent, designers, and engineers who previously would not have considered coming to Detroit.

BZ: What role does Cadillac play in helping the city?

Gagliardi: Cadillac is always looking for ways to help the city of Detroit.

Most recently, we selected the Motown Museum to receive revenue from the Detroit Advertising Association’s Cadillac Day golf excursion and announced a grant to support the museum’s SPARK and IGNITE summer camps.

These camps provide Detroit students in Grades 6 through 12 with instrumental and vocal lessons, choreography, audio engineering, business skills, and more.

Related links:

From the last man to the last man standing: Nate Lashley wins the first Rocket Mortgage Classic

Rickie Fowler helps make a wish come true at Detroit’s Rocket Mortgage Classic

Photo courtesy Cadillac.

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Dusty Kennedy