Omega upgrades PGA marketing deal

Richie Ramsay reacts to a putt during the Omega European Masters. Omega is now designated as an “official patron” of the PGA.

Richie Ramsay reacts to a putt during the Omega European Masters. Omega is now designated as an “official patron” of the PGA.

Swiss watchmaker Omega upgraded its partnership with the PGA of America, timing the launch of new marketing initiatives with the upcoming Ryder Cup at Medinah Country Club.

Omega and the PGA forged their initial five-year deal in 2011, but restructured it just a year later into a new multi-year agreement. As a result, Omega now is designated as an “official patron” of the PGA.

In addition to the Ryder Cup, the enhanced agreement gives Omega preferred access to execute on-site sponsorship activities at major PGA events such as the PGA Championship, Senior PGA Championship and the PGA Grand Slam of Golf.

At the Ryder Cup, Omega plans to stage several expositions for spectators. Among them: an art of Swiss watchmaking demonstration and retail shop; putting challenge; and a photo opportunity where fans can take Omega and Ryder Cup branded photos that can be uploaded directly to their smart phones.

The marketing partnership also will enable Omega to showcase its latest product, the Seamaster Aqua Terra Captain’s Watch, created specifically to commemorate the Ryder Cup.

The new agreement extends Omega’s significant investment in the sport. The watchmaker serves as title sponsor of the Omega European Masters, the Omega Mission Hills World Cup of Golf and the Omega Dubai Desert Classic. Its endorsers include this year’s U.S. Ryder Cup captain Davis Love III, Sergio Garcia, Michelle Wie and Greg Norman.

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