Elite US golf's PGA Tour has brought in ride-hailing giant Uber as a new commercial partner in a multi-year tie-up.
An agreement unveiled yesterday names Uber itself as the official rideshare sponsor of the PGA Tour, while the Uber Eats food delivery service becomes the golf property's official on-demand food delivery sponsor.
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Both elements also cover the PGA Tour Champions senior players competition.
The tour said the deal aims to make it easier for both players and fans to travel to and from PGA tournaments and events.
Both Uber and Uber Eats will benefit from exclusive rights in the categories mentioned above, while their logos will be integrated across the tour's digital and social media platforms, as well as across tournament activations and fan engagement schemes.
Dan Glod, executive vice president of corporate partnerships at the PGA Tour, commented: "This new official marketing partnership will help us further enhance the on-site fan experience and support our events logistically, and we are eager to work with Uber to create innovative new ways in which to connect them with our fans and players.”
Pradeep Parameswaran, Uber's global head of mobility, added: "We look forward to delivering innovative experiences for fans and players, building on our experience helping people get to and from major events, and providing them with the convenience and reliability that Uber is known for.”
Uber introduced an 'Uber Golf' seasonal offering earlier this year.
In terms of PGA Tour commercial activity, late July saw the tour announce a new sponsor for its top-tier Championship Series – global insurance organization Sompo Property & Casualty.
Under a multi-year deal, that firm will sponsor a PGA Tour event in 2027 at Silverado Resort, California, before switching to sponsor a Championship Series event at another course when the competition is launched.
Elsewhere in golf, global property insurance firm FM has signed up as a partner of the men's Australian Open, in a deal running through the 2028 edition of that tournament.
The partnership gives FM access to premium hospitality experiences, digital and social media activations, as well as opportunities to engage with clients at the event.
This builds on the company's involvement as a hospitality partner of the Australian Open in 2025.
FM is also a sponsor of the women's LPGA Tour, as well as of the Boston Common Golf team from TGL.
James Sutherland, chief executive officer at Golf Australia, commented: “FM has already experienced the value of being involved with our world-class event, and it's exciting to see them deepen that commitment through this expanded partnership."
David Johnson, a senior vice president at FM, added: "The principles that drive success in golf – preparation, resilience and long-term performance – closely align with FM’s commitment to helping clients protect their purpose, prevent loss and build resilience against risk."
This year's Australian Open will be held in Melbourne, Victoria, between December 3 and 6.
