FIRST WORD · MORE DETAILS TO FOLLOW
Every story opens in its correct destination: Calendar for dates, Globe for places, Swag Bag for collaboration objects and Major Events for the wider ecosystem.
THE BUZZ NEVER STOPS
This is happening.
When it happens.
Where it lives.
What it leaves behind.
The wider world around it.
THE LIVE COLLABORATION WIRE
Choose a city, a category and then a brand. Stop whenever the stories feel right.
Supergoop! entered a multi-year partnership with the PGA TOUR and PGA TOUR Champions, including official suncare designation, tournament activations and Reapplication Stations.
Allen Edmonds partnered with the PGA of America and Ryder Cup to become the official dress shoe of the U.S. Ryder Cup Team.
The PGA renewed its partnership with Banyan Group for a second term. The relationship includes access to Banyan Group accommodation, dining and spa benefits for PGA members, with Laguna Phuket identified as the Banyan Group property represented in the announcement.
LeBron James and the PGA Tour announced a two-day youth-focused tournament at Firestone Country Club in Akron, Ohio, scheduled for July 6–7, 2027.
The PGA TOUR and Anheuser-Busch expanded their marketing relationship, naming Cutwater the Official Canned Cocktail of the PGA TOUR and PGA TOUR Champions through 2030.
AbbVie and the PGA TOUR announced a multi-year official pharmaceutical sponsorship covering the PGA TOUR and the 2026 Presidents Cup, with the Birdies for Brain Health campaign launching at the Presidents Cup.
AbbVie became the Official Pharmaceutical Sponsor of the PGA TOUR and the 2026 Presidents Cup, while launching the multi-year Birdies for Brain Health campaign involving donations, awareness, patient advocacy, and storytelling with Gary Woodland.
AbbVie became Official Pharmaceutical Sponsor of the PGA TOUR and the 2026 Presidents Cup, launching Birdies for Brain Health with donations to six patient advocacy organizations. The campaign is described as multi-year and will expand in 2027.
Cutwater became the PGA TOUR’s Official Canned Cocktail through an expanded partnership involving Anheuser-Busch.
AbbVie was named the PGA TOUR's official pharmaceutical sponsor and a sponsor of the 2026 Presidents Cup.
Cleveland Clinic and the PGA TOUR launched a partnership focused on player health, wellness and performance at TOUR events.
Supergoop! became the PGA TOUR and PGA TOUR Champions official suncare partner in a multi-year arrangement.
The PGA TOUR and TruGreen extended their marketing partnership for multiple years.
Technics became the official audio partner of the PGA TOUR and PGA TOUR Champions, including a fan-facing Sound Deck experience.
Genesis, TGR Live and the PGA TOUR presented the 2026 Genesis Invitational with expanded Genesis fan zones, immersive digital experiences and elevated brand moments. The partners also continued the California Rises relief initiative.
WHOOP extended its official marketing partnership with the PGA TOUR through 2028. The agreement includes wearable and Advanced Labs access for tour members, continued integration in the Player Performance Center, and WHOOP Live biometric insights in broadcasts.
PGA TOUR and the LeBron James Family Foundation launched a partnership connected to the LeBron James Family Foundation Invitational at Firestone Country Club, including the PGA TOUR Pathway to Progression initiative.
Chipotle became the Official Mexican Restaurant, Official Burrito, Bowl, Tacos and Quesadilla of the PGA TOUR and PGA TOUR Champions.
Genesis entered a global official marketing partnership with the PGA TOUR and PGA TOUR Champions, including official vehicle, mobility and World Feed sponsorship roles through 2030.
TUMI is the Official Luggage Partner of the PGA TOUR and PGA TOUR Champions and supplies golf bags and accessories.
Genesis renewed its multiyear title partnership of The Genesis Invitational through 2030 in collaboration with the PGA TOUR, TGR Live and tournament host Tiger Woods.
The PGA TOUR and Coca-Cola continued their HBCU Golf Impact Grant collaboration, with Coca-Cola pledging $250,000 to support men’s and women’s golf teams at historically Black colleges and universities.
Supergoop! becomes official suncare of the PGA TOUR and PGA TOUR Champions.
WHOOP continues as the PGA TOUR’s official health and performance wearable.
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