CHICAGO and ATLANTA -- Coca-Cola®, the PGA TOUR and TicketRESERVE® have teamed up to offer passionate golf fans VIP Championship Club access to one of the premier events in professional golf: THE TOUR Championship presented by Coca-Cola, Oct. 31 -- Nov. 5, 2006, at the East Lake Golf Club in Atlanta.

For the first time, this V.I.P. access through TicketRESERVE (www.ticketreserve.com) is not based on paying face-value for tickets, but rather on fans’ leveraging their knowledge of the PGA TOUR to secure access to the event for well below face-value. All proceeds from the unique offering, part of a marketing partnership between TicketRESERVE, Coca-Cola and the PGA TOUR, will go to The First Tee (www.thefirsttee.org), a division of the World Golf Foundation, a charitable organization that teaches kids life skills through the game of golf.

To participate, a fan selects a player who he or she thinks will end up as one of the Top 30 money winners on the PGA TOUR Money List this year. If that golfer is among the leading earners and qualifies for THE TOUR Championship presented by Coca-Cola, the fan then gains access to the tournament at the price paid for that player. Initial prices range as low as $15, for the majority of players, up to $80 for players that are currently highly-ranked like Tiger Woods, Phil Mickelson and Vijay Singh. Values for each golfer rise and fall with their respective winnings during the course of the competitive season.

“Fans will be following their favorite players’ progress in the race to THE TOUR Championship presented by Coca-Cola all year,” said Rick Harmon, CEO of TicketRESERVE. “Now TicketRESERVE and Coca-Cola are rewarding fans for their knowledge of the PGA TOUR and helping a great charity in the process.”

The PGA TOUR marketplace works in much the same way as those for other TicketRESERVE events such as the Super Bowl, Final Four and BCS Bowls, with one major difference. In those marketplaces, the purchase of the FanFORWARD gives the bearer access to purchase championship tickets at face value. In THE TOUR Championship marketplace, the FanFORWARD is a reservation to receive a special ticket book courtesy of Coca-Cola if the selected player qualifies for the tournament. There is no additional purchase required.

THE TOUR Championship ticket book, available only in the TicketRESERVE marketplace, grants admission for any two days of the tournament, Tuesday through Sunday, to all spectator areas and to THE TOUR Championship’s Championship Club hospitality pavilion.

“Working together with TicketRESERVE and the PGA TOUR, we’ve created a program that gives golf fans special access to one of the golf’s premier events, THE TOUR Championship presented by Coca-Cola,” said, Beatriz Perez, vice president, Media, Sports and Entertainment, Coca-Cola North America. “With this program everyone wins. Golf fans can get a great deal on tickets and the community benefits through the donation of 100 percent of the proceeds to The First Tee.”

The First Tee is a World Golf Foundation initiative dedicated to providing young people of all backgrounds an opportunity to develop, through golf and character education, life-enhancing values such as honesty, integrity and sportsmanship. The organization impacts the lives of children by providing learning facilities and educational programs that promote character development and life-enhancing values through the game of golf.

To make the program even more exciting, TicketRESERVE and Coca-Cola have instituted "On-the-Bubble" Rewards. For a fan holding a FanFORWARD for the 30th player to qualify, in addition to the ticket book, Coca-Cola will provide an array of extras. These include a complimentary companion Ticket Book, an Impact Master training aid and entry into a drawing which includes special prizes such as Honorary Observer positions, giving winners “inside-the-ropes” access, or playing spots in THE TOUR Championship presented by Coca-Cola “Am-Am.”

In addition, later this summer, Coca-Cola and TicketRESERVE will launch a charity auction for THE TOUR Championship items such as Pro-Am and Am-Am playing spots as well as Honorary Observer positions.