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Volume 27 No. 5
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USGA Adds Cisco As Governing Body's Fifth Corporate Partner

The USGA has signed its fifth corporate partner, inking Cisco to a four-year deal. Financial terms were not available, but USGA partnership deals are typically worth seven figures annually. Cisco becomes the official tech partner of the USGA and joins American Express, Rolex, Lexus and Deloitte as official partners. According to the USGA, Cisco will strengthen the digital network at the U.S. Open and U.S. Women’s Open for greater fan access to scoring, content and other digital experiences at the venues. The company will also increase distribution of content on-site at the championships.

“Activation will show up across our digital channel, scoring, live leaderboards and our mobile app,” said USGA Managing Dir of Partnerships & Championship Experiences Katie Bynum. “Cisco’s primary area of focus with us will be network infrastructure, WiFi and mobility, collaboration tools, security, data analytics, and cloud solutions and services.” A media buy and hospitality is also included in the deal. “The partnership made a tremendous amount of sense when you think about the reach of the game,” said Cisco Senior Dir of Brand Strategy & Content Kevin Dunbar. He added that the company and the USGA will “introduce innovation around the venues and the way we do connectivity throughout the space.” The USGA was repped by CAA in the deal, with Octagon representing Cisco.