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PGA Tour's Player Partnerships program aims to drive sponsorship revenues

The PGA Tour's Player Impact Program has received a "good deal of media attention," but as for the Tour's Player Partnership program, meant to elevate players to sponsors, "not as much," according to Evan Rothman of GOLF.com. PGA Tour Senior VP/Player Partnerships Dan Glod emphasized the program would be just an "extension of the player’s management team," as the players are "all independent contractors, so we have no intention or interest in being managers or agents." Glod noted the concept is something the Tour has been "considering for years." Everything was "approved to move forward" at the Tour's spring '20 board meeting, but the disruption of the pandemic meant the program "didn’t really get underway until this past January." Glod said the Tour has a "lot of intelligence around sponsorship availability and those types of things." But until this new team and division were created, the Tour "didn’t have a great way of connecting those dots." Over the last year they have "really built up that area so that we can connect the dots" when conversations with companies looking to sponsor players happen. Glod said the information available allows them to note "up to the minute or week-to-week how much Player X is delivering for all his sponsors." Glod said they "let the brands determine" what players they want to sponsor (GOLF.com, 1/13).

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