NAPA VALLEY winemaker Beringer Vineyards has announced a personal endorsement deal with PGA Tour golfer and 1997 British Open champion Justin Leonard.
As well as participating in advertising campaigns, Leonard will engage in social media on behalf of the brand, although it is unknown what format the digital activation will take as Leonard does not have a personal Facebook page or Twitter account.
Regardless, it is likely Leonard will welcome the extra sponsorship dollars having left the lucrative Nike Golf roster for the Taylor Made stable in January.
Leonard, currently ranked at 199 in the world rankings, was a member of the Nike Golf team since 2005 having signed with Hogan Golf when he entered the professional ranks in 1994.
For Beringer, the brand is consolidating its status as the official wine of the PGA Tour. Having first sponsored the Tour in 2010, Beringer signed a four-year extension in January 2011 that will see its association, valued at more than $1m per year, extend through 2014.
Negotiating on behalf of Beringer Vineyards was managing director Stephen Brauer. Justin Leonard is managed by Roscoe O. Hambric, Jr of Hambric Sports Group.
By Luke Harman
luke.harman@sportbusiness.com