PGA Tour and Uber Technologies have announced a new strategic marketing partnership. Accordingly, Uber officially becomes the official ride-hailing partner and Uber Eats becomes the official on-demand food delivery partner of PGA Tour and PGA Tour Champions.
This multi-year agreement will help golfers and fans move to and from their favorite tournaments more easily than ever, giving them more time to experience the atmosphere at the event and watch the biggest stars of this sport.
Dan Glod, Executive Vice President in charge of business partners for PGA Tour, said: "PGA Tour is very pleased to partner with Uber. This partnership will help us further enhance the experience for fans at the event as well as support logistics for the tournaments.
We are looking forward to working with Uber to create new and innovative methods to connect them with fans and golfers.
According to the agreement, Uber will receive exclusive portfolio rights.
The brand will be integrated on many digital platforms, social networks, tournament activation activities and fan interaction initiatives.
Earlier this year, Uber launched "Uber Golf" - a seasonal service that helps bring both entertainment and professional golfers to the golf course.
Uber Golf includes a pre-booking option for up to 4 players with their club bags. Trips can be booked up to 90 days in advance, helping users be proactive in time and focus more on expertise instead of worrying about transportation.
Uncertain future of LIV Golf
Contrary to the sustainability and prosperity of the PGA Tour, LIV Golf is in dire straits.
LIV Golf Indianapolis seemed to be the end of the 1st phase (or even the entire existence) of the Saudi Arabian-backed league system.
The Saudi Arabia Public Investment Fund (PIF) has announced that it will not continue to sponsor LIV Golf after this season, and CEO Scott O'Neil is struggling to find new financial support to maintain the tournament.
Meanwhile, there have been many reports about LIV delaying to pay golfers' salaries, owing partners money, canceling events and strange situations surrounding the LIV Michigan tournament that was cancelled afterwards.
All of this brought a quiet atmosphere to the tournament in Indianapolis last week, although the participants tried their best to turn it into a celebration.
Although newcomer Michael La Sasso surpassed Jon Rahm to win at Indianapolis, attention was focused on the attitude of superstars like Bryson DeChambeau.
DeChambeau hinted on Instagram with the message "It was a good run" along with a series of commemorative photos. Despite mentioning hope for "LIV 2.0", his past usage and the fact that many golfers are considering returning to the PGA Tour show that the tournament is difficult to maintain its old image.
On LIV television, commentator Arlo White and experts David Feherty and Nicolas Colsaerts also expressed similar views.
They thanked the production crew and fans in a nostalgic scene. They are proud to have created "something different" for the golf village over the past 5 years, but do not hide their uncertainty about the future.
