IMG has extended and expanded its partnership with the PGA Tour to become the Tour's worldwide licensing representative through 2015.
The global sports and entertainment, media, marketing and management company, which currently manages the retail licensing of the Tour in the United States, will manage the Tour’s international retail licensing programme in all international areas except Japan, where the Tour has a separate agreement with Bonmax.
“IMG’s ability to provide worldwide licensing services will allow the PGA Tour brand to expand into regions where we have not been before,” said Tim Hawes, senior vice-president of the PGA Tour’s retail licensing division. “Also, the expertise that IMG’s team will provide our current licensee base will increase the PGA Tour brand presence internationally.”
Bruno Maglione, executive vice-president of IMG Worldwide, added, “Given IMG’s existing relationship with the PGA Tour on so many fronts, we are thrilled to get started growing the brand globally.”
IMG will represent all Tour brands, including the PGA Tour, Champions Tour, Nationwide Tour, FedExCup and Tournament Collection. Branded products will include apparel, headwear, accessories, sporting goods, luggage, collectibles, toys, jewellery, health, beauty products and home goods.
“We are very excited to be expanding our approximate eight-year relationship with the PGA Tour,” added IMG licensing senior vice-president Wesley Haynes. “We have had great success growing the Tour’s consumer products business within the US marketplace, even through the most recent economic turmoil. The PGA Tour brand continues to be growing with our licensees, consumers and with our retail partners, so we are excited by this new role.”
Meanwhile, the PGA Tour has recently announced Mitsubishi Electric as an official marketing partner and title sponsor of the Champions Tour's season opening Mitsubishi Electric Championship through 2015.