The Open Championship  is dominating the golf headlines this week, but it's not quite the only game in town.
While the game's best players are battling mighty Muirfield, the best of the rest are down in Mississippi for the Sanderson Farms Championship . The tournament has gone through title sponsors from Viking to True South in recent years.
This is the first year that Sanderson Farms has gotten involved and, as Monte Burke at Forbes.com points out , the big Mississippi-based chicken concern has gone all out to brand the event. Now, a lot of companies do a good job of putting their unique touches on the tournaments they sponsor – this week, for example, the tee markers at the LPGA Tour's Marathon Classic are little gas station pumps.
But Sanderson Farms has gone all out or, as Burke calls it, full chicken. For example:
--the tee markers are chickens painted by children in a local hospital
--the crosswalk signs are chickens
--much of the food available on the course is, of course, chicken
--the big Friday night concert features local blues artist Super Chikan
--and, to me, the kicker: The tournament's official gift to its players is a Big Green Egg ! If you follow Twitter, you know that the Green Egg is an object of desire like few others among the PGA Tour players. And if anyone needed a boost after not getting into the Open, the Green Egg is just the ticket.
Apparently, Sanderson Farms is only on board for this year at this point. But if the grilling golfers in the field have any say in the matter, this could be the start of a long and happy relationship.