The PGA TOUR has expanded its commercial partnership with The Coca-Cola Company, as the TOUR's Official Soft Drink adds to its Official Sports Drink, Isotonic Drink and Water of the PGA TOUR and PGA TOUR Champions categories.
With these new categories, Coca-Cola will begin using other established brands including Powerade, BODYARMOR and smartwater across the PGA TOUR.
A premier partner of the PGA TOUR and the TOUR's end-of-season tournament for more than two decades, The Coca-Cola Company will bring a variety of programming focused on hydration and celebration to TOUR fans and players, including digital processing that displays every hole-in-one for an entire calendar year.
“The PGA TOUR is thrilled to continue to strengthen our relationship with The Coca-Cola Company, while adding more ways for our athletes and fans to engage with world-class hydration products,” said Brian Oliver, PGA TOUR Senior Vice President, Corporate Partnerships. . “Coca-Cola shares our commitment to keeping players energized during competition, and we look forward to showcasing their products and activations throughout the PGA TOUR ecosystem.”
“We are proud to expand our relationship with the PGA TOUR and strengthen our relationship with golf around the world,” said John Murphy, President and Chief Financial Officer of The Coca-Cola Company. “Our drinks have long been part of the games. Whether it's athletes rehydrating or fans kissing, our goal is to enhance those moments.”
The new appointment extends the company's marketing relationship with the TOUR through 2027. The Coca-Cola Company is also committed to supporting PGA TOUR athletes as part of an extended partnership, which runs through 2024. BODYARMOR Payables Will Endan exclusive program at each PGA TOUR Signature event that rewards top performing players with the opportunity to become BODYARMOR brand ambassadors for the weekend.
The Coca-Cola Company was the presenting sponsor of the TOUR from 2002-2015 before becoming a Proud Partner in 2016. Across the partnership, Coca-Cola has played a key role in the TOUR Championship's total contribution of more than $54 million. .
The Coca-Cola Company uses its golf presence to support the Atlanta community throughout the year. These include initiatives focused on sustainability and recycling, the TOUR Championship Charity Showcase benefiting the East Lake Foundation and its partnership with First Tee – Metro Atlanta.
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