PGA Tour Introduces Regulation Preventing Player ‘Ambush Marketing’
The PGA Tour has revised its player endorsement policy this season, in a bid to protect its players from rival sponsorships’ ‘ambush marketing’.
Under the “Competing Tour” guidelines, the new move prevents competing tours and any of their individual teams from sponsoring PGA Tour members.
Under the guidelines for ‘Competing Tours’, in the 22-23 Endorsement Policy, the new regulation states:
“In order to protect the financial interest of the membership as a whole, and so as not to allow others to freeride on the PGA Tour’s platform, no players may display on his bag, person or otherwise the marks or indicia of any entity or brand that operates, sanctions, sponsors, funds and/or co-sanctions unauthorized tournaments or teams participating in unauthorized tournaments without prior written permission of the PGA Tour.”
Golf law correspondent and attorney, John Nucci, reports the move against external sponsorships, endorsements, name and likeness arrangements, and promotional activities to ensure sponsors from competing tours get a “free ride”, amidst PGA’s ongoing corporate embroilment with LIV Golf.
“This new endorsements restriction is aimed at preventing LIV or any of its individual teams from sponsoring a PGA Tour member,” he said.
This announcement comes after the PGA and LPGA co-sanctioned a historic new mixed team Challenge Season event.