New commercial framework for tournaments confirmed

As part of its broader tournament strategy for 2024 and beyond, The PGA has created a new commercial framework for tournaments that will enable the Association’s long-term vision to be realised.

This supports Pillar One from the strategy that was shared with Members at the recent Regional Meetings and in the March issue of PGA Monthly – which refers to the development of a new overarching commercial strategy to grow revenues.

Where previously there was title sponsorship of individual tournaments, the new model sees the aggregation of all PGA assets into a new national tournament partnership framework that sits over everything – similar to the Champions League in which a portfolio of partners support all activity.

Within this new tournament framework there will be two key designations - ‘Principal Tournament Partner' and 'Tournament Partner' – which will provide partners with more sustained PGA brand alignment throughout the entire national tournament season and offer a broader range of activation and product seeding opportunities at multiple events, thereby delivering much greater value and exposure to partners.

The new structure also provides a unique ability to engage with a number of different audiences, including PGA Members (both playing and non-playing), golf clubs and facilities, and also recreational golfers. Additionally, partners can connect and network within the wider PGA Partner community and leverage business development and client hosting opportunities through PGA events such as Pro-Ams, PGA lunches, and Partners Days.

Joining this tournament partner network offers brands the chance to associate with the largest portfolio of professional golf events and tap into the rich history and heritage of the world’s oldest PGA. Furthermore, partners can contribute to shaping the future stars of professional golf, making it a comprehensive and impactful opportunity for brand engagement within the golfing community.

To read the full tournament strategy summary, click here.