Golf’s PGA Tour and golf training system GolfForever have announced a multi-year marketing partnership, making GolfForever the official golf fitness system and official golf strength and flexibility system of the PGA Tour through 2027.
The deal involves GolfForever activating the partnership online and also securing a branding presence at PGA Tour tournaments.
GolfForever is a personalized golf fitness and wellness system intended for all ages and skill levels, with the company claiming its users include world number one and six-time PGA Tour winner Scottie Scheffler, 2023 Ryder Cup captain Zach Johnson, 12-time PGA Tour winner Justin Leonard and four-time Tour winner Ryan Palmer.
Brian Oliver, the PGA Tour’s executive vice president of corporate partnerships, has said: “Promoting an active and healthy lifestyle is a core value of the PGA Tour, and we are proud to partner with GolfForever as they bring many of the exercise and recovery programs our players have grown to love into the homes of our fans.
“We are pleased to welcome GolfForever and its training and pain-relief program into our Tour family as an official marketing partner.”
Jeremy James, founder and chief executive of GolfForever, added: “Our mission with GolfForever is to provide everyone with the same tools and education as the world’s best players on the PGA Tour so they can play golf at their highest potential, for as long as they play the game.
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Earlier this month, it was confirmed that merger negotiations between the PGA Tour, the DP World Tour (formerly European Tour), and Saudi Arabia’s Public Investment Fund (PIF) are continuing into 2024, after the trio failed to finalize a deal before their initial deadline of December 31.
A framework agreement uniting the PGA Tour, DP World Tour, and the PIF-based LIV Golf circuit was first announced last June amid the trio’s bitter public spats and legal disputes and was initially slated to be completed by the end of last year.
However, negotiations have now been complicated by interest from private equity companies looking to invest in PGA Tour Enterprises, the new for-profit company at the center of the framework agreement, with the PGA Tour announcing it had agreed to advance talks with Strategic Sports Group (SSG), a new consortium led by Fenway Sports Group (FSG).