US-BASED OPTICAL retailer Visionworks has become the Official Eyewear Retailer of the PGA TOUR and Champions Tour for the season just started.
Under the deal, Visionworks becomes a member of the PGA Tour’s Official Marketing Partner programme and will sponsor the Player Mobile Health and Fitness Trailers on the PGA TOUR and Champions Tour.
Visionworks will use the sponsorship to promote its “A Better You” brand promise through free vision screenings at several PGA Tour and Champions Tour tournaments.
In addition, the company will access a host of other rights, including presenting sponsorship of Inside the PGA Tour, online activation on PGATOUR.com, and sponsorship of a PGA Tour-themed network special that will air later in the year.
Visionworks’ tournament activation began this week at the Waste Management Phoenix Open with free vision screenings and eye care information for fans.
The sponsorship announcement comes on the heels of the retailer’s recent rebranding of its stores across the United States – and ties in with Visionwork’s Corporate Social Responsibility agenda.
"At Visionworks, we are very passionate about supporting the communities where we do business," Jim Eisen, president of Visionworks, said. "The PGA Tour provides a way for us to support several deserving charities and we are grateful for the partnership with this well-respected organisation."
In addition to becoming an official sponsor, Visionworks has aligned with three PGA Tour players – Jim Furyk, Rory Sabbatini, and Rod Pampling.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen