Tour players also now can sign deals to wear the names and logos of liquor companies on their apparelGETTY IMAGES
The PGA Tour is making major sponsorship changes by allowing certain gambling deals and broadening the liquor category for players. The changes will allow sponsorships with casinos and gambling resorts, effective immediately. The Tour will not permit sponsorships in the U.S. by companies whose primary purpose is sports betting, so sportsbooks will be shut out of the category. Also, the Tour is allowing official marketing partnerships and tournament title deals with certain gambling entities. For the first time, Tour and player sponsorships can include the daily fantasy category. The Tour already had liquor sponsorships, but players now can sign deals to wear the names and logos of liquor companies (John Lombardo, THE DAILY). Golfer Kevin Streelman, a player director on the Tour’s policy board, said, "We try to maximize our potential and maximize our opportunities for our players and our business going forward. ... It’s good for all parties to try and maximize earning potential and new business relationships for everyone involved" (ACTIONNETWORK.com, 2/26).
