TGL, the tech-infused golf competition founded by TMRW Sports, has brought in Farmers Insurance as a founding partner.
Through a deal unveiled yesterday, Farmers Insurance becomes a founding partner and the insurance partner of TGL, which will hold its second season across late December and January next year.
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The brand will act as the presenting sponsor of the TGL Perfect Season Challenge, in which fans are asked to pick the winner of each regular-season TGL match, as well as several predictive questions, in order to win prizes (including the possibility of winning $500,000).
In addition, the deal includes national advertising, in-broadcast activations, as well as digital and social media content.
Farmers Insurance becomes a TGL founding partner alongside brands such as Best Buy, Businessolver, Genesis, Hankook Tires (the last founding partner to have come on board), and Shriners Children’s.
Early November saw the property partner with cybersecurity firm Proofpoint ahead of its second season, meanwhile.
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By GlobalDataAs the official cybersecurity partner of TGL, Proofpoint will collaborate on the technical side of the competition to enhance digital security and will also gain branding presence at its fixtures.
Jason Langwell, TMRW Sports' chief revenue officer, has said: "Farmers Insurance values our technology-driven vision for the future of golf, and we’re honored to welcome them to TGL. Farmers Insurance recognizes the engagement that primetime team golf delivers with a wide spectrum of sports fans, especially younger fans.”
Joyce Chagan, Farmers Insurance's head of brand strategy, added: "Partnering with TGL represents a fresh, dynamic way for Farmers to connect with the golf community, creating new opportunities to engage fans through elevated experiences."
The second TGL season gets underway on December 28, once again taking place at the SoFi Center in Palm Beach Gardens, Florida.
