Golf

Latest Features

Scarcity, exclusivity and access to media rights are key to the out-sized deal values generated by The Masters relative to the three other golf Majors.

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.

German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs

Scotland’s railway service ScotRail has signed as the Official Train Sponsor of next month’s Solheim Cup. The deal was brokered by the IMG agency, the official staging partner for this year's event.

The PGA Tour has announced a multiyear marketing relationship with Kingmade Jerky, which designates the product the "Official Jerky and Official Meat Snack of the PGA Tour"

The PGA Tour has signed a new multi-year partnership with daily fantasy game platform DraftKings

Features

Research by Sports Sponsorship Insider into road cycling sponsorships across 27 UCI World Tour teams, the three Grand Tour events, 37 UCI World Tour events and UCI central properties, values the market at €397m per year.

Alfa Romeo, the car maker owned by Fiat Chrysler Automobiles, will serve as a Global Partner of golf’s Presidents Cup, the biennial national team match-play event between the USA and an international team, under a deal agreed last month.

For 2017, we have researched over 900 deals across 28 countries and covering 124 rights fees to map out the sponsorship landscape of motorsports.

For 2017, we have researched over 710 deals across 38 countries and covering 88 rights fees to map out the sponsorship landscape of golf.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

Swiss watchmaker Rolex will increase its investment in sponsoring golf's European Tour with the launch next year of the seven-event Rolex Series.

South Korean conglomerate CJ Corporation’s 10-year title investment in a new PGA Tour tournament in South Korea is a signal of intent for the brand’s international expansion plans.

US retail and wholesale energy supplier, Constellation, is using the PGA of America and its marquee events to promote energy sustainability and renewable energy sources.

Data storage company EMC Corporation has signed as title sponsor of the PGA Tour’s FedExCup Playoffs tournament, formerly known as the Deutsche Bank Championship, for two years from 2017 to 2018.

Dairy product company Müller sponsored Team GB, the UK’s Olympic team at Rio 2016, and three individual federations, to raise brand awareness during the Summer Games.

Canadian bank, RBC, is using its sponsorship of two PGA Tour events to consolidate its position as Canada’s leading bank and grow its brand awareness in the US and abroad.

US home appliance manufacturer, Whirlpool, is using its kitchen appliance brand, KitchenAid, to connect with the golf-watching demographic and to increase awareness of the community development of Benton Harbor, Michigan.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

Sponsorship revenues for the US Golf Association (USGA) will hit a record level in 2016 following the renewal of its agreement with financial services company American Express.

Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.