Golf's top-tier PGA Tour has brought in the Viking cruises operator as a new commercial partner, through 2030.
Through a five-year tie-up unveiled yesterday, Switzerland-based Viking becomes the official cruise line of both the main PGA Tour, and of the sister PGA Tour Champions senior golfers property.
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Both parties have said the agreement will focus on a brand awareness campaign for Viking, "through media and digital placements on various PGA Tour platforms."
Dan Glod, executive vice president of partnerships at the PGA Tour, has said: "A universally recognized leader in the industry, we’re proud to partner with Viking as they are known for providing memorable and enriching travel experiences that resonate with our players and fans.”
In terms of recent PGA Tour commercial activity, earlier this week, the body added restaurant chain Chipotle Mexican Grill to its list of sponsors. The new marketing partnership sees Chipotle Mexican Grill named the official Mexican restaurant, as well as an official sponsor, of the PGA Tour and PGA Tour Champions.
In mid-December, meanwhile, the Tour unveiled Cadillac, the US car brand, as the title sponsor of its new signature event in Miami in a multi-year agreement.
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By GlobalDataLast year saw a period of change for the PGA Tour, with experienced sports executive Brian Rolapp appointed as its new chief executive last April to replace outgoing commissioner Jay Monahan.
Richard Marnell, Viking's executive vice president of marketing, added: "We are very pleased to be the official cruise line of the PGA Tour and PGA Tour Champions. Both golf and travel are important priorities in the lives of many Viking guests, so partnering with the PGA Tour is a natural fit and builds on our continued commitment to support cultural programming and events.”
In terms of that brand's other sports sponsorship tie-ups, it most prominently has a deal in place with the governing body for soccer in Norway.
This year's PGA Tour begins on January 18 with the Sony Open in Hawaii, with that event having a total prize fund of $8.7 million.
