SBD/January 27, 2011/Marketing and Sponsorship

USGA Signs Five-Year Deal With Polo Ralph Lauren, Re-Ups With Lexus

Polo Ralph Lauren becomes official
apparel outfitter for USGA, U.S. Open
The USGA has signed a five-year agreement that will make Polo Ralph Lauren the official apparel outfitter for the USGA and the U.S. Open. The USGA plans an announcement this morning at the PGA Merchandise Show in Orlando, where Polo Ralph Lauren will be displaying its collection. Polo Ralph Lauren will outfit all USGA committee members and staff, as well as more than 5,000 volunteers at the U.S. Open. The company also will design and construct product display fixtures for the 39,000-square-foot merchandise pavilion at the event and serve as the championship’s largest on-site apparel supplier. Polo Ralph Lauren will provide apparel for committee and staff at the USGA’s 12 other championships as well. Included in the deal are the apparel rights for the U.S. team in the biennial Walker Cup and Curtis Cup matches (Michael Smith, SportsBusiness Journal). Meanwhile, GOLFWEEK's Adam Schupak reported the USGA also has signed a multiyear renewal with Lexus as the "exclusive automotive partner of the USGA and the official car of the U.S. Open, U.S. Women's Open, U.S. Senior Open and U.S. Amateur." Lexus will continue "providing attendees access to daily autograph signings, visits with golf greats, photo opportunities and more at The Lexus Performance Drive tent" (, 1/26).
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