A
s senior director of partnerships for the U.S. Golf Association, Katie Bynum is responsible for managing and developing the organization’s blue-chip sponsorship roster of Rolex, Deloitte, Lexus and American Express.
Katie Bynum
U.S. Golf Association //
Senior director, partnerships
Under Bynum’s guidance, the USGA over the past year has injected new activation initiatives, on display at this year’s U.S. Open at Erin Hills, to deepen fan engagement with sponsors.
The new fan experience efforts come after Bynum negotiated the Deloitte sponsorship, which began in 2016, along with a renewal deal for American Express, also signed in 2016.
Now, Bynum has her sights set on growing the USGA’s sponsorship portfolio, with a targeted effort to add at least one or two more sponsors over the next year.
Expect the deals to reflect the changing sponsorship approach led by Bynum.
“We have deepened the integration as the media landscape has evolved,” Bynum said. “Technology will be incredibly important as well as other efforts to make our game more accessible. It is our intent to make sure our current or new partners are aligned and share our same goals.”
Bynum, who joined the USGA in 2012 after working for Wasserman, got into the golf business after volunteering in 2003 at the former Wachovia Championship PGA Tour event in Charlotte.
The North Carolina native quickly took to the business — and the sport.
“I loved the game and got into the business side by experiencing everything I could,” she said. “From there, I have been passionate about the business just as much as the game.”
— John Lombardo
