The Professional Golfers’ Association of America (PGA of America) has agreed a multi-year partnership with Jim Beam Black.
Under the terms of the deal, which was brokered by Publicis Media Sport and Entertainment, the whiskey brand will serve as the official bourbon of the PGA of America and the PGA Championship, one of golf’s four men’s majors.
The bourbon will be offered on site at the PGA Championship.
Beginning with the PGA Championship event at Bellerive County Club in St Louis in August, Jim Beam will also offer its ‘Citrus Smash’ cocktail to fans.
In addition, the brand will enjoy branding on menu boards and concession stands, along with signage and table-top promotions in targeted hospitality areas.
"The PGA of America and PGA Championship are delighted to align with top products and brands for our members and spectators to enjoy," said Luke Reissman, senior director of partnerships at the PGA of America. "We welcome Jim Beam to our portfolio of partners, as we begin the countdown to the historic 100th PGA Championship."
"We are thrilled to collaborate with the PGA of America and PGA Championship this year to bring our premium Kentucky Straight Bourbon to golf fans," added Rob Nelson, senior director of marketing for Beam Suntory, which owns Jim Beam Black. "As the golfers who compete in the PGA Championship elevate their game, we're proud to offer an elevated bourbon to those who are cheering them on."