SBJ/January 14-20, 2013/Marketing and Sponsorship

Humana broadens marketing partnership with PGA Tour

Humana has extended and broadened its official marketing partnership with the PGA Tour.

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.

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