The Cheesiest Sponsorship of All Time

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When I first saw the news a couple weeks back that Waste Management Inc. had become the sole title sponsor of what will henceforth be known as the Waste Management Phoenix Open, I was convinced that the 20-year-old trend of stadium and event naming rights had finally, inexorably, sunk to the bottom of the cesspool. It's obvious what Waste Management takes away from the deal - the company doubtless sees the upscale PGA Tour as the route by which it can flush most people's association (fair or not) of its services with those cesspit-sucking trucks in favor of its Think Green® sustainability solutions. But what on earth, besides money, does the Phoenix Open get? Six years' worth of jokes about its crappy tournament?

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