PGA Tour seals MetLife partnership

MetLife has agreed a four-year deal to become an official marketing partner of golf’s PGA Tour and Champions Tour.

Under the partnership, which runs through 2016, the global life insurance firm will be the official life insurance company of the PGA Tour and the senior Champions Tour. It will also utilise its famed MetLife blimps to act as the official aerial coverage provider of the PGA Tour.

The MetLife blimps, which have provided shots from the air at golf and a host of other professional sporting events over the past two decades, are scheduled to provide coverage at 29 PGA tournaments this season.

“MetLife seeks opportunities to connect with our target audiences around the world, and one engaging way to do so is through sports,” Richard Hong, vice-president of global brand and marketing for MetLife, said. “The PGA Tour is truly international, with approximately 80 members of the Tour now coming from outside the US, and over 800 telecasts of Tour events being shown around the world this year alone. Those broadcasts reach millions of golf fans in many countries where MetLife is a growing enterprise, making the relationship a natural fit.”