Industry News

Industry Notes: Thursday, February 1, 2024

PGA Tour, LPGA announce partnerships; Myrtle Beach Classic introduces Club 17 VIP amenity

PGA Tour, Barbados Tourism Marketing Inc.: Announce a marketing partnership that designates the country’s tourism arm as an official tourism sponsor of the PGA Tour and PGA Tour Champions through 2027. Barbados Tourism will appear on both tours through digital activations and creative content, and at PGA Tour tournaments.

Myrtle Beach Classic: Introduces Club 17 as a VIP fan option for the new PGA Tour tournament, May 6-12 at the Dunes Golf and Beach Club in Myrtle Beach, South Carolina. With access to an elevated outdoor seating deck, Club 17 will provide an elevated view of the 11th, 16th, 17th and 18th holes, and will include an open bar and food. Tickets are currently available at

USGA, Ally Financial: Announce a multiyear corporate partnership that makes Ally the official retail banking partner of the USGA, the U.S. Open and U.S. Women’s Open, and the new presenting partner for the U.S. Women’s Open. The U.S. Women’s Open presented by Ally will elevate its purse for the 2024 championship to $12 million, the highest in all of women’s golf. Also, Ally signs Lilia Vu as a brand ambassador.

LPGA, ServPro: Announce a multiyear partnership that designates ServPro as the Tour's official mulligan partner and official cleanup and restoration company. ServPro will activate at four LPGA tournaments as presenting sponsor for the military area, known as the Hero Outpost, and the Mulligan program during tournament pro-ams. The Mulligan program introduces a charitable element to the pro-am competition and all proceeds benefit the First Responders Children's Foundation.