The PGA of America and Bon Appétit magazine have joined forces to showcase the growing intersection of foodies and sports.
A cross-marketing deal sees the PGA bringing its own ad dollars and those of the Chase Sapphire card to support three months of “Champions of the Course” advertorial content in the food magazine. The features will pair known chefs such as John Besh, Amanda Freitag and Mike Lata with top PGA pros for a combination of cooking and golf tips.
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The “Champions of the Course” advertorials will feature chefs and PGA pros giving tips.
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The program supports the PGA Championship from Aug. 10-16 at Whistling Straits in Wisconsin and culminates during the event with an Aug. 12 VIP dinner attended by local and celebrity chefs and golf pros.
“There’s this intersection of golf and epicurean culture that’s really just exploded, so we’re just trying to take advantage of that,” said Arjun Chowdri, senior director of global and corporate strategy at the PGA of America, who noted the magazine’s readership is 29 percent more likely than the general population to play golf two to three times monthly. “The idea is we’d start here and look for other shared passion points of golfers.”
Bon Appétit Associate Publisher Eric Johnson said, “There’s just this great intersection where we can educate the food enthusiasts about sports and the sports enthusiasts about food. You can see it at every level, even at football and baseball stadiums, where there are Thomas Keller and Mario Batali restaurants where they used to serve Nathan’s Hot Dogs. People have come to expect that at big sports events.”
