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The PGA Tour and Ace Hardware recently announced a new, multiyear marketing agreement that designates Ace as the “Official Hardware Store of the PGA Tour and Champions Tour.”
“We are extremely pleased to announce this new relationship with Ace, one of the most iconic brands in America with an award-winning reputation for helpful service, operational excellence and customer satisfaction,” Tom Wade, PGA Tour chief commercial officer, says.
“A large part of the PGA Tour’s business, including the preparation and operation of tournaments and the daily operation and maintenance of our TPC facilities, ties directly to Ace’s expertise in providing quality products and helpful service. This new relationship with Ace will help us substantially with everything we do, and we see a great opportunity to benefit both parties.”
Ace will work with the Tour on a program whereby tournaments on the PGA Tour, Champions Tour, Web.com Tour, PGA Tour Latinoamérica, PGA Tour Canada and PGA Tour China, as well as the PGA Tour’s TPC Network, will have the opportunity to purchase products efficiently, cost-effectively and conveniently through Ace.
“Ace is excited to partner with the PGA Tour as part of our overall golf strategy that’s designed to speak to, and interact with, the core Ace Hardware customer, the golf enthusiast,” says John Surane, executive vice president of marketing, merchandising and sales with Ace Hardware Corporation. “Just as we do with our customers that shop our 4,400 neighborhood stores across America, we’ll be helping the PGA Tour take care of their ‘homes’ – the golf courses and facilities in which they operate – showcasing Ace’s helpful service and quality products in a very authentic way.”
Earlier this year, Ace announced a multiyear sponsorship of PGA Tour member and six-time winner Hunter Mahan. Ace’s sponsorship of Mahan includes his appearance in the brand’s 2015 “Golf Swing Away” TV commercial, which began airing in April to promote Ace’s Free Store Pickup program that launched that month at participating Ace stores.
In addition, Mahan is wearing the Ace logo on his golf apparel during tournaments throughout the duration of the sponsorship. Ace is airing commercials during live PGA Tour telecasts on the Golf Channel and NBC Sports, as well as during ancillary programming. Ace also has an advertising presence on PGATOUR.COM.
“Hunter is not only a standout player on the tour, but a standout person and family man as well,” Surane says. “He matches the qualities of our brand and our storeowners, so our partnership is a perfect fit.”
