Jun 26, 2009
Press release from PGA.com,
The PGA of America and Turner Sports have extended their broadcasting and interactive media agreements covering the PGA Championship, PGA Grand Slam of Golf and PGA.com through 2019. The new agreement between the two organizations will also expand to include licensing, with Turner’s Cartoon Network Enterprises (CNE) serving as the PGA’s licensing agent in the youth marketplace. In addition, Turner and the PGA will collaborate on a number of new media and consumer marketing initiatives to increase awareness and brand recognition of The PGA of America among key audiences, as well as introduce new, younger audiences to learning, playing and following the game.
CNE, in its new role as licensing agent, will use its strengths to create an extensive consumer product and retail program for the PGA with the youth marketplace through a range of licensing agreements and co-branding partnerships across all product categories. This new product line will increase the PGA’s presence with the next generation of fans and also broaden the PGA’s scope of retail offerings…
The partnership extension also features:
• Turner’s continued oversight and responsibility of advertising sales for PGA.com and new mobile offerings and applications;
• Turner will create actionable media and marketing that extends the PGA of America brand at the regional and local level and builds “conversations” with consumers through media and promotions that enhance PGA Professionals, golf and the Association as contemporary to young families and young adults;
• Development of an enhanced PGA.com community where users will be able to connect with friends, family, other golfers and PGA Professionals to organize a round, schedule a lesson, track their playing statistics and plan their next golf vacation;
• Exploration of a virtual learning experience where users would be able to interact with a PGA Professional online to receive game tips, analysis and feedback.
This move seems to be continuing what should be a running theme amongst everyone as we progress, licensing/new media deals that have expanded to cover digital media (see the University of Georgia). The one thing that I am curious about is how the PGA works with CNE on the youth initiative side. Golf normally being so middle-aged and WASP’y…how do they market a non-active sport to kids? Should be interesting.