PGA Tour executives can cross off FedEx from their sponsorship to-do list after last week’s announcement of a 10-year renewal with the shipping giant. But
Brian Oliver, the tour’s senior vice president of corporate partnerships, still has a busy agenda.
For starters, the tour continues to work to replace Shell as title sponsor of its Houston stop. Shell leaves the tour this year after a 26-year run as title sponsor.
“We have really good conversations going,” Oliver said as he sat in a conference room at the tour’s office just hours after the FedEx deal was announced. “Nothing is imminent.”
Other tournament title deals set to end in 2017 include the Shriners Hospitals for Children Open in Las Vegas and the Quicken Loans National tournament near Washington D.C.
PGA Tour official marketing partnerships up this year are MD Anderson Cancer Center and Ace Hardware. Oliver also is looking to renew a Presidents Cup deal with Citi, which along with Rolex is a global partner of the event.
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THE NEW GUY: Jared Rice this year was named executive director of the Players Championship, replacing Matt Rapp, who was promoted to senior vice president of championship management for the tour.
Rice took over during a year of big changes at the tour’s marquee event. A major renovation to TPC Sawgrass saw a redesigned 12th hole to make it a drivable par 4 and add shot-making drama to the tournament. A new practice range was installed and the route leading to the massive clubhouse was changed. The tour partnered with Nickelodeon for a 5,000-square-foot kids zone that was put on site for the first time.
As in past years, the tournament hosted a concert, with Sam Hunt playing at the course on May 9 as part of the event’s Military Appreciation Day.
“There is a lot new going on,” Rice said. “The centerpiece is the renovation of the course. It is to further the tournament’s vision of having the best fan experience in golf.”
