The PGA of America has entered into a partnership with experiences company Legends, as the latter operates on-site, online, licensing and corporate merchandising for the PGA’s spectator championships

The franchise, which specialises in data-intelligence-fueled solutions for sports and entertainment organisations, will look to ‘elevate’ the PGA Championship, Ryder Cup, KPMG Women’s PGA Championship and KitchenAid Senior PGA Championship.

“Given Legends’ experience and expertise, this partnership is a great opportunity for the PGA of America to advance our merchandising strategy for spectator championships, where there is growing demand,” commented PGA of America President, Jim Richerson.

“Bringing in Legends to handle this expanding area of our Association is a logical next step in these efforts.”

As part of the transition, the PGA’s merchandising and licensing department, led by Michael Quirk, will become part of the Legends Global Merchandise group, and Quirk continues to serve as Senior Vice President of golf and strategic growth.

Following on from what the organisation has described as a ‘record-setting sales experience’ at the Ryder Cup, the team will utilise Legends’ resources to innovate the on-site and online shopping experience for Championships and golf facilities.

Legends Co-President and COO, Mike Tomon, noted: “The PGA of America has an incredible platform of storied spectator championships and vast PGA Member facilities with passionate followings that will benefit from an elevated merchandise solution.

“With PGA’s merchandise team integrating with Legends Global Merchandise, together we will deliver a seamless omnichannel experience on-site and through e-commerce to build a dynamic merchandise approach for the future.”

The golf organisation’s new e-commerce solution gives fans the opportunity to shop through a larger online product selection, and in late 2022, PGA members are expected to be able to utilise the e-commerce feature by creating online stores for their golf facilities and pro shops.

Earlier this year, the PGA of America also penned a deal with Rolex, which saw the luxury watch manufacturer activate major golf championships onsite and in broadcast and digital spaces.

The Swiss brand became the official timekeeper and official partner of the PGA of America and its aforementioned three annual tournaments.

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