Golfer Hunter Mahan has signed a "multiyear endorsement deal" with Ace Hardware, becoming the "first active pro athlete to be sponsored" by the 91-year-old company, according to Michael McCarthy of CNBC.com. As part of the deal, Mahan "will add Ace's logo to his golf apparel." He also "filmed a 'Golf Swing Away' TV commercial that will debut on ESPN and 30 other cable networks in April to promote Ace's Free Store Pickup program" (CNBC.com, 1/6). GOLFWEEK's Jim McCabe reported Mahan "takes pride" in becoming the first athlete endorser for Ace. Mahan: "I guess I'm just lucky that golf is a great avenue for them. I'm proud to be the first" (GOLFWEEK.com, 1/6).
FINDING THE FAIRWAY: In California, James Raia notes Pebble Beach Resorts yesterday announced TaylorMade as its "new brand partner" for its four courses. Financial details of the "long-anticipated, multi-year contract were not announced." The agreement "has several components, including the 10th official title name change for the Pebble Beach Invitational in its more than 40-year history." TaylorMade also will "host its annual National Championship at Pebble Beach." Callaway Golf had "been the previous sponsor of the tournament" (MONTEREY COUNTY HERALD, 1/7).
SHAKA BRAH: The PGA Tour and Hawaii Tourism Authority have announced a four-year extension through '18 of their marketing relationship, which will continue to help the state's golf and tourism industry. In addition to supporting the PGA Tour events held in the state, the HTA uses golf media as a platform to showcase the islands. Players are filmed participating in their favorite off-course activities, with some footage used in Hawaii-themed PSAs. The sponsorship dates back to '01 (PGA Tour).
