During a troubled and unsafe PGA Tour, the business side, which now includes a lucrative enterprise with net capital investors, has not overlooked a beat.
Speaking to reporters at Arnold Palmer Invitational in Orlando on Tuesday, PGA Tour Jay Monahan commissioner noted that over the past three months she has signed 14 agreements reaching $ 400 million, which is a 143 percent increase year by year. This brings the tour at about $ 4 billion in sponsorship engagements secured by 2035. The latest renewal of the title sponsors have been Valsspar, which lasted until 2030 last week, and 3m, which painted a new five-year deal this week. This follows deals in the second half of last year to add Truist and Baycurrent as replacements for exit sponsors and Coca-Cola supplements, a Tour, RSM and Hero Motocorp sponsors.
“We are very blessed to have a partner base that, you think of all our partners, 40 percent of our partnership agreements are agreements that (have been at least) 10 years,” Monahan said. “I think seeing the Valsspar announcement last week, the 3M announcement this week, and, you know, the strength in those announcements and commitment they are making say a very terrible PGA Tour platform and I just want to say that, on behalf of the players, we are all very grateful for it.”
Brian Oliver, the executive vice president of the corporate partnerships, says the tournament will announce a number of new deals in the coming months, including with two other marketing partners next week during the player championship. These announcements come hot in the serve -renewal heels last year and a new perennial partnership this week with Stanley 1913 as an official isolated PGA Tour and PGA Tour Champions. The tournament signed 13 new sponsors last year including Procore (Title sponsor), OnePassword (Sponsor of the Cup of Presidents) and Blackstone (OMP).
It is an encouraging sign that both long -term and young partners are lengthening or creating partnerships at the beginning of the new tour planning model, which has created eight signature events. All this is happening despite the uncertainty of how negotiations between PGA Tour and Saudi Arabia’s public investment fund will play abroad and at a time when ratings on TV took a hit last year – though the tendencies again in the early stages of 2025 – and fans are becoming more and more apathy with greed in the game.
She asks the question: How has the tournament managed to win so much momentum in front of her head? Oliver echoed Monahan in platform lending.
“It’s a really good time now,” he said. “There is a variety of things that lead to it, but the basic part of it is that we will wait and encourage all our partners and future partners looking for a tournament to make an assessment to see if the tour is the best spending on their marketing dollars and it is worthwhile for them to go and are continuing to assist that I think this is the constant strength of the platform. ”
The talks remain active with AT&T and RBC to explore the multi -year title sponsorship agreements. [The Mexico Open at VidantaWorld contract also is up this year. Oliver separately said there are no talks at this time about an event returning to Trump Doral.]
“We had two considerations because they were related to the future of the game,” Oliver said. “The first was what could be the role of PIF as the owner of PGA Tour Enterprises and the second part was and when will all these come back? I think what our partners have realized is that our product is really strong and everyone wants to reunite and they realize that we are working hard on it, but they also understand if they are not a positive result. Tour. ”