PGA Tour signs music star as first brand ambassador

The PGA Tour has signed an innovative deal that will make three-time Grammy Award winning singer-songwriter Darius Rucker the golf organisation’s first formal brand ambassador.

The partnership is the latest effort under the Tour’s ‘Live Under Par’ brand campaign, which aims to show how the sport can reach beyond the action on the course.

The Hootie & the Blowfish front man and solo country music star is a big golf fan. He will take on a larger role across Tour-owned channels, while the organisation will be provided with a presence on stage throughout the band’s Group Therapy Tour later this year.

Rucker will appear more frequently as a commentator on OTT platform PGA Tour Live, across digital channels and in-person at Tour events. The Group Therapy Tour will also feature a custom-branded vintage t-shirt and hat line launching in conjunction with the partnership. They will be available to purchase at concert venues and via PGATour.com.

Tom Kuhn, vice-president of marketing at the PGA Tour, said: “Welcoming Darius as a brand ambassador allows us to embrace Rucker’s passion for golf and interact with his incredibly passionate audience, and the PGA Tour looks forward to helping grow golf and reach new fans through this partnership.”