The drug, Cialis, which is still awaiting US approval to be sold in the country, will form the focus of the PGA Tour sponsorship deal which begins in 2004.
Lilly and Icos cannot directly mention Cialis in connection with the PGA Tour while the drug is still under regulatory review.
Stated Lilly spokeswoman Carole Copeland: "Men over 45 who watch golf are a very attractive audience. It's a very long season that covers most weekends and can reach viewers over very long period of time."
Cialis is expected to be available in the United States by the time the 2004 PGA season opens in January.
The companies and the golf tour declined to disclose financial details of the agreement.
As part of the campaign, the PGA Tour and the Lilly Icos joint venture are developing a series of golf-themed vignettes featuring top players. Lilly Icos will also receive space on the electronic scoreboards at Tour events.
