German sportswear giant Adidas has expanded its presence in Australian golf by agreeing to a partnership with all three national bodies.
The brand, which has been a major partner of both the PGA of Australia and PGA Tour of Australasia since 2019, and the WPGA Tour since 2020, has now extended its partnership for a further three years to also include Golf Australia. This is now the first joint apparel and footwear partnership in Australian golf.
The deal will see the events teams and workforces of all three organizations fitted out by Adidas.
As well as being the new naming rights partner for the Australian Amateur Championship, which will be held in Melbourne in 2024, the Adidas partnership with Australian Golf encompasses the Australasian PGA and WPGA Tours, Australian PGA Championship, Australian Open (from 2024), The Athena, and broadcast and digital engagement opportunities to both fans and PGA members.
Michael McDonald, PGA of Australia commercial director, said: “The PGA of Australia has had a great relationship with Adidas and achieved some wonderful outcomes as a result of the supportive way it works with the golf industry and our PGA members. Its engagement with golf fans has also been outstanding and it’s exciting that this will now grow to include Golf Australia.
“It has become the first of our existing partners, and the third partner overall, to become a major partner with all three national golf bodies which is a great show of support and confidence in the game at professional, elite amateur, and club golf levels.”
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Darryn Lowe, general manager of Adidas Golf Pacific, added: “This is a landmark moment for the Adidas brand and a partnership that we are extremely proud of. As the ‘most progressive brand in golf’, we have a responsibility to lead from the front, and in partnership with the PGA of Australia, Golf Australia, and WPGA Tour of Australasia, we know we will be able to bring this vision to life.”