LPGA: Announces an expansive partnership with Legends, a data-intelligence-fueled company, to drive fan engagement and growth. Legends Golf, a division of Legends, will oversee e-commerce, licensing and select on-site event retail, in addition to working with the LPGA to develop and produce product lines and expand merchandise offerings on the LPGA e-commerce shop.
PGA Tour: Announces a four-year partnership with Bushmills Irish Whiskey, which has been named the official whiskey of PGA Tour and PGA Tour Champions. Bushmills will launch a new national retail suite, full-service digital campaign, branded onsite activations and consumer sweepstakes. The Tour also extends its agreement with parent company Proximo Spirits to make Maestro Dobel Tequila the Tour's official tequila partner through 2026.