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PGA Tour finally permits spirits sponsorships
The PGA Tour is to finally allow distilled spirits sponsorships within its tournament, becoming the last major US sports league to “modernise its sponsorship policies” to include distilled spirits.
The PGA Tour is one of the last major US sporting leagues to allow for the sponsorship of distilled spirits brands, which were previously banned from the tournament
Under the updated policy, broadcasters will now be able to air distilled spirits advertising and show in-program exposure during PGA Tour network telecasts. Additionally, players can now wear the names or logos of distilled spirits companies on their clothing.
“This is welcome news for distilled spirits, as the PGA becomes the last major professional sports league to equalise the treatment of marketing and promotions with beer,” said Chris Swonger, president and CEO of the Distilled Spirits Council.
“The long putt just dropped. This is recognition of where consumers have moved in the marketplace over the last two decades. Further, it is an acknowledgment of the spirits industry’s track record of responsible marketing and underscores the fact that alcohol is alcohol.”
“One by one, major sports leagues have updated their policies to include spirits sponsorships and our marketing has been met with broad public acceptance,” said Swonger, noting that NASCAR modernised its policy to permit spirits sponsorships in 2004, NBA in 2009 and the NFL in 2017.
“These leagues realise that spirits companies are fully committed to responsibility, and that increasingly more and more of their adult fan base are spirits consumers.”
While sports sponsorships are commonplace across a wide range of sports, from football to rugby, baseball and horse racing, there has been more controversy over their use alongside motorsports.
Lobbyists have long lodged campaigns arguing that mixing alcohol with motorsports is irresponsible, while drinks companies have defended their tie ups by claiming it offers a global platform to promote responsible drinking.