The PGA Tour has added 10 new licensees, some of which will take the tour deeper into women’s apparel and accessories and youth clothing.
Tour licensees have access to the PGA Tour marks, as well as those from the Champions and Nationwide tours, the Players Championship, the Tour Championship, the World Golf Championship events and 20 other tour events — known as the Tournament Collection — that turn their marks over to the tour to manage.
The tour’s total portfolio includes more than 30 brands.
With the addition of the 10 new licensees, the tour now has close to 70 domestic licensees and 30 internationally.
“What we’re looking to do is extend our brand with licensees who can help us reach audiences in a new and different way,” said Tim Hawes, senior vice president of retail licensing and a 14-year veteran at the tour headquarters. “We try to bring in licensees that can take our brand into different channels of distribution.”
Barth & McCallig is one of the new licensees and its focus will be on women’s accessories like silk scarves, golf umbrellas and shoe bags.
Hawes said that the tour’s official partners often seek high-quality golf gifts for customers and clients and many of them are female, so the tour has been looking to go deeper into that category.
In the youth category, Garb, a Colorado-based clothier, will create licensed product for kids.
Other new domestic licensees include Callaway for apparel; EB Brands for fitness accessories; Excel Golf for its Zero Friction golf tees; Klutch for women’s apparel; Peter Millar for luxury apparel; and Sunice for outerwear.
Internationally, ACI Brands will take more of the tour’s products into Canada, while Crazee Thingz is a toy company that sells into most British retailers.
