Viking Cruises Sets Sail with PGA Tour in Landmark Sponsorship Deal
Golf’s premier PGA Tour has welcomed Viking, a leading cruise operator, as a new commercial partner, forging a relationship that extends through 2030.
The five-year agreement, announced yesterday, designates Switzerland-based Viking as the official cruise line of both the PGA Tour and the PGA Tour champions, the senior golfers’ property. This partnership signals a strategic move by both organizations to expand their reach and tap into new audiences.
Expanding Brand Awareness through strategic Partnerships
Both the PGA Tour and Viking have emphasized that the core focus of this collaboration will be a comprehensive brand awareness campaign for Viking. This campaign will leverage media and digital placements across various PGA Tour platforms, aiming to connect the cruise line with golf enthusiasts and potential travelers. The partnership reflects a growing trend of cross-industry collaborations designed to enhance brand visibility and customer engagement.
Dan Glod, executive vice president of partnerships at the PGA Tour, stated, “A universally recognized leader in the industry, we’re proud to partner with Viking as they are known for providing memorable and enriching travel experiences that resonate with our players and fans.” This sentiment highlights the synergy between the two brands, which both prioritize delivering high-quality, immersive experiences.
A wave of Sponsorships for the PGA Tour
The partnership with Viking is the latest in a series of recent commercial wins for the PGA Tour.earlier this week, the Tour added Chipotle Mexican Grill to its roster of sponsors, naming it the official Mexican restaurant and an official sponsor of both the PGA Tour and PGA Tour Champions. Sportcal reports these partnerships underscore the Tour’s ability to attract diverse brands.
In mid-December, Cadillac was unveiled as the title sponsor of the Tour’s new signature event in Miami, securing a multi-year agreement. These sponsorships demonstrate the continued appeal of golf as a platform for brand marketing and engagement.
Leadership Transition and a Focus on Growth
The past year has been a period of transition for the PGA Tour, marked by the appointment of Brian Rolapp as its new chief executive in April. Rolapp replaced Jay monahan, and is expected to steer the Tour through a period of continued growth and innovation. This leadership change coincides with the wave of new sponsorship deals, indicating a proactive approach to securing the Tour’s financial future.
Richard Marnell, Viking’s executive vice president of marketing, commented: “We are very pleased to be the official cruise line of the PGA tour and PGA Tour Champions. Both golf and travel are significant priorities in the lives of many Viking guests, so partnering with the PGA Tour is a natural fit and builds on our continued commitment to support cultural programming and events.”
Viking’s broader sports sponsorship portfolio includes a prominent partnership with the governing body for soccer in Norway, demonstrating its commitment to aligning with sports that resonate with its target demographic.
PGA Tour Season Kicks Off with Significant Prize Money
The 2026 PGA Tour season is set to begin on January 18th with the Sony Open in Hawaii, boasting a considerable total prize fund of $8.7 million. this event will serve as a key platform for showcasing the new partnership between Viking and the PGA Tour to a global audience.
