PGA revises sponsorship policy to include spirits

Spirits brands could soon benefit from exposure to millions of golf lovers after the PGA Tour became the final major US sports league to allow spirits sponsorships.

The PGA is now permitting spirits sponsorships

The golf tournament organiser has revised its marketing regulations to permit sponsorship deals with gambling firms and distilled spirits brands, bringing the industry on an equal footing with beer.

Players can now wear the names or logos of distilled spirits firms on their clothing, while broadcasters can show spirits advertising.

“This is welcome news for distilled spirits, as the PGA becomes the last major professional sports league to equalise the treatment of marketing and promotions with beer,” said Chris Swonger, president and CEO of trade body the Distilled Spirits Council.

“The long putt just dropped. This is recognition of where consumers have moved in the marketplace over the last two decades. Further, it is an acknowledgment of the spirits industry’s track record of responsible marketing and underscores the fact that alcohol is alcohol.”

The NFL was the most recent US sports league to modernise its sponsorship policies to include spirits in 2017. The NBA did so in 2009 and Nascar in 2004.