SBJ/March 3-9, 2014/Marketing and Sponsorship

Stryker strikes PGA Tour marketing deal

Stryker, a joint replacement manufacturer, has entered into a multiyear marketing agreement with the PGA Tour that will include it creating exhibits for 10 tournaments this season.

As the tour’s new official joint replacement product, Stryker will have marketing rights at select PGA Tour and Champions Tour events.

“It’s by far the largest sports marketing program we’ve ever put together,” said Tony Cambria, senior manager of marketing communications for Stryker. Terms of the deal were not available.

With the number of hip and knee replacements doubling since 2000, the joint replacement industry has grown more competitive, Cambria said. Stryker is one of four major competitors in the space and the company envisions the PGA Tour as a mechanism to increase market share.

About half of all the spectators at PGA Tour events are 45 or older, and that rate grows to 71 percent at Champions Tour tournaments.

“From a demographic standpoint, that’s a great fit for us,” Cambria said. “Stryker’s business continues to grow and with the rising need for hip and knee replacement in the coming years, we believe we are well-positioned.”

Stryker, based in Kalamazoo, Mich., will launch a mobile display this week at the WGC Cadillac Championship at Doral that will be the cornerstone of Stryker’s activation. The Stryker Mobility Zone will be a 30 foot by 20 foot structure on the golf course designed to engage and educate fans about joint replacement. Orthopaedic surgeons will be available for questions and a putting green will add a golf flavor.

Stryker also has endorsement deals with Fred Funk and Hal Sutton on the Champions Tour.

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