Sports Sponsorship: Vodka and Golf

What do vodka and golf have in common?

Until today, nothing to my knowledge. However, that changed when Belvedere Vodka signed a sports sponsorship deal to become the official vodka of the PGA of America and the PGA Championship, the golf season’s final Major.

“The PGA of America is delighted that Belvedere Vodka will serve as the official vodka of the PGA of America and the PGA Championship,” said PGA of America chief business officer Kevin Carter.

Now before everyone freaks out and thinks that golf may turn into what occurred in the film Happy Gilmore, Belvedere Vodka thinks of itself as the gold standard in vodka and that golf represents the kind of clientele they would best be marketed to.

“The PGA of America and its professionals represent the gold standard in the game and business of golf. Through world-class events, such as the PGA Championship, and innovative programmes, they are true innovators in how they engage with their consumers,” said Belvedere Vodka president Charles Gibb.

“Whether it’s at the 19th hole of the golf club or the hospitality areas of the PGA Championship, Belvedere will now be enjoyed by all those who appreciate the finest vodka in the world.”

Belvedere will support the national body and the event until 2015 with a wide-ranging marketing campaign, featuring advertising, social and digital media activation, and point-of-sale promotions, set to run for the duration of the partnership.

The financial terms of the agreement were not released.

Published by: Sports Networker

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