The PGA TOUR has announced a strategic partnership with golf travel company Golfbreaks that will see the US-based tour take a minority shareholding in Golfbreaks Limited, the UK parent company.
This investment marks the PGA TOUR’s entry into the global golf travel industry and underpins its commitment to fan engagement and growing the game of golf.
Since starting out in 1998, Golfbreaks has become a market leader in golf travel with 21 consecutive years of revenue growth. The company is now looking to accelerate the expansion of its North American business and will do so under the ‘Golfbreaks by PGA TOUR’ brand.
“We opened our US office in 2016 to provide the 30 million+ golfers with a one-stop travel service offering high quality, good value golf vacations,” said Andrew Stanley, Golfbreaks’ chief executive. “Having achieved three years of double-digit growth, the time was right for us to find a strategic partner who was fully committed to help us scale this business. Combining the PGA TOUR’s credibility, reach and assets with Golfbreaks’ market knowledge, existing business and intellectual property, creates a scalable platform to grow the business not just in North America, but across all geographies.”
The new alliance will see the PGA TOUR contribute its brand and select marketing assets to raise the profile and visibility of Golfbreaks to the PGA TOUR’s global fan base. In addition, Golfbreaks will build tournament experience packages at high-profile events like The Players Championship and the FedExCup Playoffs, as well as unique ‘stay-and-play vacations at prominent TPC properties such as TPC Sawgrass and TPC Las Vegas.
“Booking a golf vacation in the States can be an arduous process,” said Lance Stover, PGA TOUR Senior Vice President, New Ventures. “In partnership with Golfbreaks, we can help showcase a better solution. Highly-skilled agents that simplify the discovery and planning process at a better value is an incredible proposition. We have been highly impressed with the way in which the Golfbreaks team has successfully built its business and firmly believe that by adding our marketing reach and unique assets, we can help redefine what golf travel means to our fans.”
Golfbreaks will continue to be managed and operated by the existing and long-standing Golfbreaks leadership team. As a minority shareholder in the company, the PGA Tour will also serve on the board of the parent company, Golfbreaks Limited.
In each month and year listed below every article that has ever appeared in golfbusinessnews is reproduced in reverse date order.