London Golf Club has formed a new partnership with apparel brand Peter Millar and golf footwear brand G/Fore that will see the two company’s sponsor tournaments, provide branded outfits for club staff, and enjoy a stronger retail presence in the Kent-based venue’s pro shop.
The partnership sees Peter Millar and G/Fore become title sponsors of London Golf Club’s 2025 Order of Merit season, with the winner receiving a prize from both brands.
Two of London Golf Club’s biggest golf events will also be supported by the brands. Every amateur golfer taking part in the August Pro-Am will receive a Peter Millar merino hoodie embroidered with the London Golf Club logo, while every competitor taking part in the Member Guest Day in September will be fitted with a new pair of G/FORE shoes at check-in.
Peter Millar will also provide uniforms for the club’s five PGA assistant professionals and 25 golf services attendants, while the new partnership has seen London Golf Club renovate the Peter Millar and G/Fore sections of the pro shop – a section which has increased in floor space due to the popularity of both brands at the club.
Ben Stimson, Director of Golf at London Golf Club, said: “While we have been working alongside Peter Millar and G/Fore for five years, we are incredibly delighted to be kicking off an official wider partnership with both brands.
“This partnership has been a great example of how a retail relationship doesn’t have to be purely transactional. When both sides commit to supporting each other, it benefits everyone and builds something long-term. As London Golf Club grows, I am sure Peter Millar and G/FORE will continue to be key players in our retail strategy.”
Gemma Jenkins, Sales Director at Peter Millar, said: “London Golf Club’s desire for growth and investment in customer experience represents exactly the kind of partner we want to be working with. Across the shop, events and uniform, it’s a great showcase of the strength of our brand offering and collaboration with key customers.”