The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.
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.
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.
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.
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.
International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.