SBJ/July 29-August 4, 2013/Marketing and Sponsorship

PGA Tour makes MetLife an official marketing partner

Through deals with broadcast rights holders, MetLife blimps have been hovering over PGA Tour events since 1987, but under a new rights agreement, the insurer is an official marketing partner of the tour for the first time.

The MetLife blimp is a common sight over PGA Tour events.
Photo by: GETTY IMAGES
Under a four-year deal, which runs through 2016, MetLife also gets increased hospitality options on the PGA Tour and a number of designations, including “Official Life Insurance Company of the PGA Tour and Champions Tour.”

Terms of the deal were not disclosed.

Citing the 800 telecasts of PGA Tour events being shown around the world this year, Richard Hong, MetLife vice president of global brand and marketing, said the international marketing rights granted under the deal were paramount.

“Extending those rights globally is the reason we did this deal,” Hong said. “As MetLife becomes more global, we are looking for more properties we can activate around the world. We are such an integral part of PGA Tour broadcasts with our blimps and this ensures they’ll be seen everywhere. Golf aligns with a lot of our key targets, especially C-level executives.”

MetLife also has an LPGA affiliation, through which it conducts golf clinics for women. Other insurers with PGA Tour commercial affiliations include Aflac and Travelers.

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