"When a smart person...sees what we've done"

I'm a bit behind on my reading, but yesterday's beach weather afforded the chance to finally power flip through the Golf Digest Hot List as a seal frollicked before me. I managed to weed through the Hot List spread in 7 seconds, but before I got to Belt and Gulag's must flip-through project, I did enjoy the laughs from Jaime Diaz's Golf Digest piece on the FedEx Cup.

First, here's a solid entry for the corporatespeak file...

The shortened schedule, says Sean McManus, president of CBS Sports and CBS News, "takes a fair amount of inventory out of the network marketplace, which is healthy for CBS and NBC.

Healthy for ABC too, apparently.

And this was nice from the Commissioner:

"When a smart person--whether it's a player, a sponsor, a television executive or a fan--sees what we've done," Finchem says, "they nod their head and say, ‘This makes sense.'"

Translation: only dumb people fail to get the FedEx Cup.

And less funny but quite astute was this from Larry Thiel, the International's director who was talking about the FedEx Cup overshadowing individual tournament sponsors.

Through just a few weeks, he's looking prophetic:

"The other thing is that when we sell a sponsor, that sponsor is to receive all the branding and all the positive reinforcement of being a part of the event," Thiel says. "I think that when it's all said and done, all we're ever going to hear about is the FedEx Cup. So I would be fearful if I were one of those three tournaments that my title sponsor would get lost in the shuffle."

"It's a very rare to find a cross- promotional partner that shares so many brand attributes"

It's official, with this latest bit, I'm starting a Corporatespeak category. I just can't keep up with the latest lingo and what better way to relive the doublespeak than with a its very own journal topic listing.

Greg Hardwig in the Naples News shares these gems from Ed Kiernan of Peter Jacobsen Productions, talking about engineering the USGA-Lexus partnership.

"It's a very rare to find a cross- promotional partner that shares so many brand attributes, but in this instance we have found it," said Ed Kiernan, executive vice president and chief marketing officer for Peter Jacobsen Productions.

"The key factors to fostering this relationship stem from Lexus' ongoing commitment to the game and their unwavering support of golf at all levels. The four USGA championships provide Lexus with a one-of-a-kind marketing platform to reach multiple stakeholders through tailored events, select ticket and hospitality opportunities, dealer engagement, co-branded promotions and critically important premium experiences."

Here's the buried money quote on the real reason behind the USGA partnership...

"It's a sizable deal. It's a big deal," Kiernan said. "They bought a sizable NBC package as well. ...

And...

"It's really going to mirror what they've done with the USTA (United States Tennis Association) and the U.S. Tennis Open."

And we know what great shape the USTA is in. Love the corporate banners all over the place too. Hope we get the same interaction opportunities at golf's U.S. Open.

Last month, American Express became the USGA's first corporate partner in its 112-year history.

One of the byproducts of that deal was that American Express card members could purchase sold-out Trophy Club tickets to the 2007 U.S. Open at Oakmont.

"We are pleased to play a part in this historic union between golf's governing body and the top-selling luxury nameplate in the U.S.," Kiernan said.

Bet you are jotting that one down right now. Top selling luxury nameplate...priceless.