During a turbulent and uncertain period for the PGA Tour, the commercial side, which now includes a for -profit business with equity investors, did not jump for beat.
Addressing the journalists of Arnold Palmer Invitational in Orlando on Tuesday, the PGA Tour Commissioner Jay Monahan noted that in the last three months, he signed 14 transactions totaling $ 400 million in revenues, which represents an increase of 143% of year. It wears the tower Valspar, which spread until 2030 last week, and 3M, which signed a new five years Deal this week. This follows agreements in the second half of last year to add Truist and Baycurrent as replacements for outgoing sponsors and extensions with Coca-Cola, a sponsor presenting the Tour, RSM and Hero Motocorp championship.
“We are very lucky to have a partner base which, you think of all our partners, 40% of our partnership agreements are agreements that (at least) 10 years,” said Monahan. “I think that last week, looking at Valspar’s announcement, the 3M announcement this week, and, you know, the strength of these announcements and the commitment they make in enormously said on the complete PGA Tour platform and I just want to say that, on behalf of the players, we are all very grateful for that.”
Brian Oliver, Executive Vice-President of Tournée’s Corporate Partnerships, said the tour will announce a series of new offers in the coming months, in particular with two other official marketing partners next week during the players’ championship. These announcements are revealed on the heels of renewals with Servpro last year and an announcement this week of a new multi -year partnership with Stanley 1913 as official Drinkware of the PGA Tour and the PGA Tour champions. The tour signed 13 new sponsors last year, including Procore (Sponsor title), OnePassword (Cup Sponsor presidents) and Blackstone (OMP).
It is an encouraging sign that long -term and long -term partners extend or create partnerships in early childhood of the new tour planning model, which created eight signature events. All this occurs despite the uncertainty about the way in which the negotiations between the PGA Tour and the public investment fund of Saudi Arabia take place and at a time when television assessments took a hit last year – although the trend of the early stages of 2025 – and fans become more and more apathetic with the greed of the game.
This raises the question: how could the tour have taken so much momentum in the face of the opposite winds? Oliver echoes Monahan by crediting the platform.
