PGA TOUR and Viking Announce Multi-Year Marketing Partnership

The PGA TOUR and Viking have formalised a landmark multi-year marketing partnership, designating the global cruise specialist as the Official Cruise Line of the PGA TOUR and PGA TOUR Champions. The agreement, which runs through 2030, marks a significant strategic expansion for Viking into the sports industry, aligning the brand with a high-yield demographic that prioritises luxury travel and cultural enrichment.

The programme will focus on a comprehensive brand awareness campaign, leveraging Viking’s fleet of more than 100 ships across river, ocean, and expedition voyages. Viking’s branding will be integrated into the TOUR’s global media and digital platforms, reaching an audience that spans 200 countries and territories. This commercial tie-up follows a record-breaking 2025 for Viking and coincides with the launch of the 2026 PGA TOUR season in Hawaii.

Richard Marnell, Executive Vice President of Marketing at Viking, highlighted the synergy between the two organisations. “Both golf and travel are important 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,” Marnell said. The partnership adds to Viking’s recognisable portfolio of cultural sponsorships, which includes the British Museum and the Metropolitan Opera.

For the PGA TOUR, the deal represents a strategic win in securing a premium lifestyle partner that resonates with its affluent fan base. Dan Glod, PGA TOUR Executive Vice President, Corporate Partnerships, stated: “A universally recognised 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.” The agreement also extends Viking’s recent honour-bound foray into sport, following its sponsorship of the Norwegian Football Federation. By securing a five-year runway with the world’s premier golf tour, Viking is positioned to drive double-digit growth in its North American market share, which currently stands at approximately 50%.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.