Barbasol to Sponsor PBA ‘T of C’

February 19th, 2013  |  Published in Pro Bowling

Barbasol, a men’s shaving product with a heritage as rich and enduring as the Professional Bowlers Assn. itself, has been retained as the title sponsor for the 2013 Barbasol PBA Tournament of Champions.

The tournament will be held March 27-31 in the city where Barbasol was invented: Indianapolis. Woodland Bowl will be the host, and ESPN will televise the stepladder finals in a two-hour block on March 31 beginning at 2:30 p.m. Eastern.

Barbasol, invented by MIT professor Frank Shields in 1919, was the first men’s shaving cream that did not have to be worked into a lather by hand. Since its introduction, it has gone through many refinements and versions, but remains one of the world’s most popular shaving creams, easily identified by its red-and-white striped can — designed to mimic a barber’s pole.

“We are very excited and proud to continue our partnership with the PBA,” said Dustin Abels, Vice President-Business Development. “Barbasol’s rich legacy of sports sponsorships and strong American heritage are a great fit with the PBA and its loyal fan base.”

Owned by Dublin, Ohio-based Perio Inc., Barbasol has been involved in sponsorships with the Professional Golf Assn., National Basketball Assn. and Major League Soccer, as well as numerous movie and television placements. During its formative years, product spokesmen included baseball legends Babe Ruth, Rogers Hornsby and Notre Dame coach Knute Rockne.

And Barbasol has been aligned with bowling, at least tangentially, for more than 60 years, as this 1948 magazine advertisement ( illustrates.

“Barbasol’s longevity and rich history align perfectly with the traditions and history of the PBA Tournament of Champions,” said PBA Chief Executive Officer Geoff Reiss. “The fact that the product was created in Indianapolis, a city that has hosted dozens of major PBA championships, makes this new partnership even more special.”

The Barbasol PBA Tournament of Champions will return to its traditional roots this season, featuring an elite field of 48 PBA Tour champions (plus any past TOC champions who elect to participate).

The event will get underway on March 27 with two eight-game qualifying rounds. After a third eight-game round on March 28, the top 24 players will advance to eight-game match play rounds on March 29 and 30. The top five after 48 games will advance to the ESPN finals.

A pro-am program and the PBA Hall of Fame induction dinner, honoring newly-elected hall of famers Doug Kent and Danny Wiseman, will highlight Saturday’s schedule.

PBA’s exclusive online bowling channel, Xtra Frame, will provide live coverage of all activities leading up to the ESPN telecast.

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