Barney Frank: Order Up More Golf Sponsorship, Go Easy On The Excess

Ron Sirak pulls an interesting clarification out of Congressman Barney Frank regarding the Northern Trust/TARP situation.

"No one is saying they shouldn't sponsor golf tournaments and honor existing contracts," Frank, the chairman of the U.S. House of Representatives Financial Services Committee, said in a telephone interview. "It's the spending on luxury hotels and limousines they should not be doing. Now, if they weren't getting federal money it would be up to them to decide if that's how they want to spend their money."

That's an improvement from Frank's original outburst in which he implied running a golf tournament was a waste of corporate money. But it still means the tour has some work to do in getting its message across to the power brokers in Washington.

"It's certainly good news that Congressman Frank understands the title sponsorship partnership component, but we also need to do a better job explaining the charitable aspects, the economic impact and the marketing benefits it creates for the companies involved," PGA Tour commissioner Tim Finchem said by telephone when told of Frank's clarified position. "We have to work harder to make sure the business model is being understood."

Suggestion Commish: start by not saying that you have to work harder to make sure the business model is understood. It'll go a long way toward gaining support from people who are tired of hearing jargon-laced corporatespeak as a substitute for straightforward talk.