Golf

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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.

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.

Beer brand Corona Premier has signed a multi-year deal to sponsor the US Open golf tournament

US information technology company Dell Technologies has renewed its title sponsorship of the annual World Golf Championships Match Play event

The LPGA has entered into a wide-ranging marketing deal with musculoskeletal healthcare company Zimmer Biomet.

The Sherwin-Williams Company has signed a five-year extension to continue its Valspar brand’s sponsorship of the Valspar Championship golf tournament through 2025.

Features

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.

Accountancy firm RSM has joined the roster of golf’s European Tour as the organisation outlines its plan to attract more brands under its new relationship with agency CSM.

Financial services brand Manulife will take a “severe look” at its title sponsor agreement with the LPGA’s Manulife Classic in 2017 after invoking its final extension clause.