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Volume 21 No. 1
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Grey Goose signs 3-year deal as PGA Tour partner

Grey Goose vodka, a French brand with a substantial footprint in golf, has signed a three-year agreement to become an official marketing partner with the PGA Tour.

The deal will run through the 2016 golf season and provide Grey Goose with the designation of official spirit and marketing rights to the PGA Tour, Champions Tour and Tour. The tour’s official marketing partnerships can range from the low to mid-seven figures annually, depending on the extent of the brand’s media buy and other activation. Details of Grey Goose’s deal were not available.

Grey Goose is a longtime title sponsor of the “19th Hole” talk show on Golf Channel, and it sponsors golfer Matt Kuchar as the brand’s golf ambassador.

The official marketing partnership with the tour “will enable us to have a deeper level of engagement” with golf fans, said Shane Graber, vice president and managing director for the brand.

Grey Goose will have brand positioning at all PGA Tour-owned and operated golf facilities, and the vodka will be highlighted at client functions and select tour events. In addition, Grey Goose will be featured in the PGA Tour-branded restaurants inside airports — the PGA Tour Grills.

Among the ad buys to which Grey Goose has committed are, “Inside the PGA Tour” on Golf Channel, and network specials produced by PGA Tour Entertainment.