Parsons moving up as GMR’s CEO The Lefton Report: NFL goes car shopping Study: If you post, more likely to buy IMG will cut workforce by 3 percent MassMutual touts youth program The Lefton Report: Changing landscape Pepsi contest winners will be on field Deal puts MLB brands on cycling gear Summit proves fruitful for Competitor NFL plans Play 60 spots for Thanksgiving
SBJ/January 14-20, 2013/Marketing and Sponsorship
Humana broadens marketing partnership with PGA Tour
Published January 14, 2013, Page 31
Humana, a tour partner since 2005, has had the designation of official health benefits company for the main tour and the Champions Tour. As part of the extension, Humana also will serve as the tour’s health and well-being partner, a brand distinction it is making through its tournament in La Quinta, Calif., with the Clinton Foundation. The Humana Challenge is being held this week in conjunction with the Health Matters conference hosted by Clinton and his foundation.
Terms of the deal were not available, but official marketing deals typically go for the low to mid-seven figures.
The marketing partnership is a different deal than the title sponsorship of the tournament. Louisville, Ky.-based Humana will use it primarily to promote its health and well-being platform through initiatives such as the Walkit program and the Humana Well-Being Tour at a variety of tournaments. The company also uses the “Walk Like a Pro” advertising theme and sponsors PGA Tour player David Toms. It recently added Gary Player to the mix as well as a well-being ambassador.
Humana’s activation also includes a customized 53-foot tractor trailer featuring an interactive hub to promote healthy living. Inside, it has Humana bike stations, where visitors use “pedal power” to blend their own smoothies; Humana biometrics stations, which provide noninvasive biometric screenings; and Walkit stations.