The PGA of America has signed a deal with TourGolf to create a product called PGA Access aimed at selling corporate golf outings for PGA of America sponsors.
“It is a brand-new effort for us,” said Kevin Ring, PGA of America chief revenue officer. “Corporate golf is a market out there that is massive, and this is a service we should be providing for all our partners.”
The service is available for all levels of PGA of America sponsors, ranging from top-level, patron-level partners to hospitality partners at individual PGA of America events. The strategy is to give those companies a dedicated service should they want to host corporate golf outings or member-for-a-day foursomes at clubs affiliated with the PGA of America across the country.
TourGolf is a golf hospitality company that sells bookings to corporate and individual clients at both public and private courses nationwide.
Ring said the PGA of America’s deal with TourGolf includes a revenue-sharing component for the business PGA Access brings in, but specific terms of the deal were not disclosed. Both parties will approach the partner companies about creating the events at locations near where those companies have operations.
Before signing TourGolf, the PGA of America would handle outing requests but was not marketing centralized golf outings to its partners.
“It helps partners and hospitality buyers activate a golf-participation program for their sales people and executives,” said Gary Rosenberg, president of New York-based Tour GCX Partners, which owns TourGolf. “It is giving these companies 52-week golf programs that include outings as well as foursomes. In addition, it is an initiative to attract more corporations to golf.”
Ring said the deal also benefits the PGA of America members — namely, the club professionals at the courses where the events would be staged.
“A partner may want to have 13 different outings, and what we are saying is we now have a white-label service with our partnership with TourGolf,” Ring said. “It’s an added benefit for our [members]. We are driving the number of rounds and bringing people to the course.”
