Golf’s PGA Tour has agreed a three-and-a-half year partnership with William Hill Estate Winery.
The agreement will run through 2018 and designates William Hill as the official wine of the PGA Tour, Champions Tour and Web.com Tour in North America. Located in the Napa Valley, William Hill is owned by the E&J Gallo Winery and is a purveyor of luxury Chardonnay and other varietals sourced from California’s premier coastal regions.
As part of the PGA Tour’s official marketing partner program, William Hill’s activations will include on-site wine bars with interactive displays, sampling opportunities and other premium branded activations.
William Hill Estate wines will also be featured at premier clubs within the TPC Network, a collective of golf courses operated by the PGA Tour.
“The demographics of our fan base represent an ideal fit for William Hill’s upscale wine offerings, as do the members and guests of our TPCs,” Tom Wade, chief commercial officer of the PGA Tour, said. “We see a very strong alignment between our brands and are excited to have a chance to work together on programs for retail, our tournaments and TPCs that will help support the strong growth trajectory of William Hill.”