ALEVE Demonstrates the Real Difference it Makes in the Lives of Professional Golfers

PONTE VEDRA BEACH, Fla. and MORRISTOWN, N.J., April 30 /PRNewswire/ -- ALEVE(R), a leading over-the-counter (OTC) pain reliever, was named the Official Pain Reliever of the PGA TOUR and Champions Tour in a three-year agreement announced today.

In addition to gaining the right to use the TOUR logos on printed materials and in consumer promotions, the ALEVE brand is working with several players to communicate their personal use of the product, utilizing them in the latest "Real People" print and television advertisements. The first of these features world No. 2-ranked Jim Furyk describing the positive impact of ALEVE on his wrist pain and in turn, on his golf game. In the advertisement, Furyk explains, "I get pain throughout my hands and my wrists. I have a bottle of ALEVE in my golf bag at every tournament. ALEVE works well for me. I can play golf pretty much pain free."

The Furyk spot debuts during this week's television coverage of the Wachovia Championship, where he is defending champion. A print advertisement featuring Furyk will appear in the May 14 issue of Sports Illustrated magazine. Additionally, ALEVE is working with NBC and CBS to develop customized in-game features as part of a $6 million advertising commitment. On NBC, a sports analyst will discuss the real difference in the tournament, be it player accuracy, difficulty of a specific hole or even the weather. CBS will feature the real lives of top PGA TOUR players off the course, followed by an ALEVE commercial.

"We are thrilled to be named the Official Pain Reliever of the PGA TOUR and Champions Tour," said Jay Kolpon, vice president, Marketing and New Business Development, Bayer Consumer Care. "Aligning with the PGA TOUR and the players who consistently excel at the game allows us to demonstrate the strength and efficacy of our product. In the end, however, these players are real people who suffer from pain and have found a solution with ALEVE - just like the millions of consumers who rely on ALEVE and ALEVE Liquid Gels."

Starting May 1, consumers can log onto http://www.alevegolf.com/ for player bios, tournament schedules and coupons.

"Not only are we obviously pleased with the announcement of this new official marketing partnership, but also with the way ALEVE is activating around it through the advertising campaign and involvement of TOUR players," said Tom Wade, Chief Marketing Officer for the PGA TOUR.

In the coming months, Champions Tour member Peter Jacobsen and PGA TOUR player Brad Faxon will be sharing their experience with ALEVE and additional activities, including the announcement of additional players involved in the campaign, will follow later this summer.

About ALEVE and Bayer Consumer Care

Since its introduction as an OTC product in June 1994, ALEVE has been used by millions of Americans as a safe and effective pain reliever for more than a decade. With the convenience of all day relief with just two pills, ALEVE can be used for the treatment of aches and pains due to minor arthritis pain, muscle aches, backache, headache, toothache, menstrual pain and pain associated with the common cold. Always read and follow label instructions.

The Consumer Care Division of Bayer HealthCare LLC, is headquartered in Morristown, N.J. Bayer's Consumer Care Division is among the largest marketers of over-the-counter medications and nutritional supplements in the world. Some of the most trusted and recognizable brands in the world today come from the Bayer portfolio of products. These include Bayer(R) Aspirin, ALEVE(R), Alka-Seltzer Plus(R), Bactine(R), RID(R), Phillips'(R) Milk of Magnesia, Midol(R), Alka-Seltzer(R), One-A-Day(R) multivitamins and Flintstones(TM) vitamins.

About the PGA TOUR

The PGA TOUR is a tax-exempt membership organization of professional golfers. Its primary purpose is to provide competitive earnings opportunities for past, current and future members of the PGA TOUR, Champions Tour and Nationwide Tour; to protect the integrity of the game; and to help grow the reach of the game in the U.S. and around the world.

In 2007, the three Tours will compete in approximately 110 events for approximately $340 million in prize money. Tournaments are being held in six countries outside the U.S. and in 36 states.

In addition to providing competitive opportunities for its membership, TOUR events also generate significant funds for local charities. In fact, the three Tours have surpassed the $1 billion mark in overall charitable contributions. The PGA TOUR's web site address is http://www.pgatour.com/ and the company is headquartered in Ponte Vedra Beach, FL.