Grey Goose vodka and the PGA Tour yesterday announced a marketing relationship designating Grey Goose as the Tour’s “Official Spirit” for the next three years. Terms of the agreement were undisclosed.
The brand has long-established ties with professional golfers and is currently represented by six-time PGA Tourchampion Matt Kuchar, the official Grey Goose golf pro.
“Golf is a sport that truly reflects the brand value of the passionate pursuit of the extraordinary. The partnership with the PGA Tour, the world’s premier professional golf organization, will enable us to have a deeper level of engagement with both Grey Goose enthusiasts and golf fans alike,” says Shane M. Graber, vice president and brand managing director of Grey Goose vodka.
In addition to the PGA Tour, the agreement also covers the Champions Tour and Web.com Tour. As the “Official Spirit,” Grey Goose will have preferred brand status and positioning at all PGA Tour- owned and operated TPC golf facilities and will be featured at Tour-hosted client functions throughout the year. In addition, Grey Goose will receive pouring rights at select tournaments on all three Tours, where the Grey Goose 19th Hole Lounge will be featured as a main attraction. The Grey Goose 19th Hole Lounge has long been a fan-favorite tournament destination where guests can enjoy bespoke Grey Goose signature cocktails, including the Grey Goose 19th Hole and the Grey Goose Back Nine, watch the tournament and even have a chance to meet Kuchar.
As part of the marketing sponsorship, Grey Goose will be featured in all PGA Tour Grills, a new premium restaurant concept focusing on fresh, locally sourced ingredients, which is launching during the spring of 2014 in select airports around the United States.
“Grey Goose is a premier, internationally recognized brand that has a long-standing involvement with golf,” says Jay Monahan, Chief Marketing Officer of the PGA Tour. “We are very pleased to partner with such a respected brand and look forward to working with the Grey Goose team to activate on the three Tours, as well as at our TPCs and special events.”
Grey Goose also plans to connect with golf enthusiasts via Tour-owned media, including a href="http://PGATOUR.COM" target="_blank">pgatour.com and the PGA Tour’s database. In addition, Grey Goose will advertise in PGA Tour programming, including “Inside the PGA Tour” on Golf Channel, and on network specials produced by PGA TourEntertainment, where consumers can access exclusive Grey Goose Golf content, including news, tips and Grey Goose signature cocktail recipes.