HyFlyers GC, the LIV Golf team led by Phil Mickelson, has announced a partnership with Primo, a brand specialising in golf apparel.
Under the partnership, Primo has become the official golf apparel sponsor of HyFlyers GC. This means Mickelson and his teammates will sport Primo’s gear during all competitive rounds at LIV events and major championships.
Peter Davis, General Manager of HyFlyers GC, stated: “We are excited to launch our partnership with Primo Golf Apparel. Primo is constantly innovating and creating high quality products that golfers love. We look forward to helping them accelerate their growth and continuing to build their brand throughout the season.”
Primo aims to leverage Mickelson’s star power to boost its growth in the golf apparel market. A World Golf Hall of Famer, Mickelson boasts 57 career victories, including six major titles – three of which are Masters Tournament wins.
At 50, he became the oldest major winner in history with his PGA Championship victory at Kiawah Island in 2021. The HyFlyers GC captain also spent over 25 years ranked among the top 50 golfers in the world.
This deal also comes at a great time for Primo, as it will benefit from a recent deal between LIV Golf and FOX Sports. Last week, the two entities entered into a multi-year media rights partnership to broadcast LIV Golf tournaments across the US.
Matty Gay, Founder and CEO of Primo, commented: “Partnering with HyFlyers GC is a huge milestone for us. Phil, like Primo, is incredibly passionate about the game of golf, has tremendous achievements in the game, and fits perfectly with our brand. Years of hard work have led us to this point, and we are excited to watch the team compete wearing Primo gear this season.”