Cialis teeing off marketing efforts with PGA Tour: Spending could rival Viagra’s NASCAR, MLB deals
Cialis, Eli Lilly and Co.’s erectile dysfunction drug, is teeing off its second season as a sponsor of the PGA Tour with several major marketing initiatives. The increased spending levels, sports marketers said, rival Viagra’s commitments in NASCAR and Major League Baseball. Lilly officials said a 24-plus-percent market share for the drug just 18 months after its debut proves the marketing strategy is working. Lilly makes the drug in partnership with Bothell, Wash.-based Icos Corp. In addition to serving as…