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Golf’s PGA of America has appointed sports marketing agency Legends to drive its go-to-market and sales execution strategy for new sponsorships.
Contract:
- Legends Golf division will lead global partnership acquisitions for the US golf body
- Agency will aim to secure sponsors for marquee events including the men’s and women’s PGA Championships, as well as the Senior PGA Championship and amateur tournaments
- Legends will also deliver ‘unparalleled experiences’ for fans and partners and seek sponsors for golf and entertainment district PGA Frisco
Context:
The agreement builds on the existing pact between the PGA of America and Legends, which already oversees on-site, online, licensing and corporate merchandising for the organisation’s spectator championships.
Launched last year, Legends Golf’s client roster also includes the Ryder Cup, the United States Golf Association (USGA) and DP World Tour.
Comment:
“This expanded partnership with Legends Golf further positions the PGA of America to align with new, best-of-class partners for our championships, grassroots initiatives and PGA Frisco,” said Seth Waugh, chief executive of the PGA of America.
“The opportunity we will have to expand our reach across the world to new partners through this relationship will enable us to reach new audiences and elevate the PGA member, as well as the game of golf.”
Coming next:
Legends Golf is likely to get to work immediately and will no doubt hope to have helped secure some new sponsors for the PGA of America ahead of this year’s editions of its major tournaments. The men’s PGA Championship takes place from 18th to 21st May, while the women’s equivalent will be held a month later from 22nd to 25th June.
