Pacific Life, a US life insurance and retirement solutions company, has entered into a five-year partnership with US golf's PGA Tour.
The agreement, announced yesterday (February 21) and running through 2027, sees Pacific Life designated the official life insurance sponsor of the PGA Tour and the senior PGA Tour Champions.
Through the deal, Pacific Life plans to amplify its brand via broadcast and online advertising on multiple PGA Tour-owned media platforms. It will also support various tournaments on the tour schedule and work with players on the tour to further brand awareness.
Brian Oliver, executive vice president for corporate partnerships at the PGA Tour, said: “Pacific Life is the perfect fit as a member of the PGA Tour’s Official Marketing Program, and we are excited to showcase their offerings and resources with our players and fans.
“Pacific Life’s steadfast commitment to providing financial security to individuals and families for 155 years makes it an ideal company to partner with. We look forward to working alongside them moving forward.”
Tennyson Oyler, senior vice president for brand management and corporate affairs at Pacific Life, added: “The tour marketing partnership is an evolution of our longstanding relationship with golf that connects us with a desirable and engaged audience.
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“We are excited to build upon our brand and business with the world’s premier professional golf organization. We look forward to our involvement with players, fans, and tournaments and creating new opportunities for life insurance advisors and their clients to engage with Pacific Life.”
Pacific Life joins the likes of Adobe, Amazon Web Services, BetMGM, Citi, FanDuel, FedEx, Hyperice, Mastercard, and Rolex as a partner of the PGA Tour.
The new partnership follows a busy January for the PGA Tour, with it restructuring its international rights deal with multinational media and entertainment giant Warner Bros. Discovery and Canadian pay-television broadcaster TSN securing exclusive rights in that country to PGA Tour Live, the US golf tour’s subscription streaming service.
Also last month, the PGA Tour strengthened its bet monitoring efforts through a partnership with sports protection services firm US Integrity and an extension of its existing relationship with international sports data and technology company Genius Sports.
The 2022-23 PGA Tour started on September 15 last year and will end on August 27. The tour plans to return to a traditional calendar-year format starting in 2024.
Image: Cliff Hawkins/Getty Images