ATLANTA: The PGA Tour has enhanced its long-term partnership with global beverage giant, Coca-Cola by roping in one of the company’s brands, Dasani Sparkling as its official sparkling water partner. This will be Dasani’s first-ever sports sponsorship which begins from the season-ending FedEx Cup playoffs competition at the East Lake Golf club in the city.
To celebrate the relationship, Dasani Sparkling has already set up a fun golf-themed spot around the venue’s iconic water obstacles for a light-hearted film which shows golf fans how the brand will help bring some extra sparkle to the PGA Tour in more ways than one.
During the event, the product will also be featured in the seating sections at the 1st tee and 18th green which will be named after it. At these complimentary shaded sections, fans will get the chance to comfortably watch their favourite golfers and enjoy samples of the Black Cherry flavour of the sparkling water.
And for fans aged 21 and above, several on-site venues will offer the signature light and refreshing cocktail of the event, The Shamrock. The handcrafted Shamrock blends fresh lemonade and DASANI Sparkling’s Black Cherry with Grey Goose Cherry Noir.
“DASANI Sparkling is excited to make a splash at the storied East Lake property,” Brad Spickert, senior vice president of hydration, Coca-Cola North America said.
“The PGA Tour continues to be one of sport’s most celebrated brands, and the Tour Championship one of golf’s most prestigious events. We look forward to extending our history in golf and connecting DASANI Sparkling with golf fans and the Tour’s tournaments around the world through the partnership.”
“We are extremely grateful for Coca-Cola’s longstanding involvement in golf and support of the Tour Championship since 1982,” added Brian Oliver, executive vice president of corporate partnership at the PGA Tour.
“We are thrilled that DASANI Sparkling has chosen the PGA Tour for its first sports sponsorship, and look forward to activating the PGA Tour platform to connect with fans and active golfers around the world.”
In the 1960s, the “big three” of golf, Arnold Palmer, Jack Nicklaus and Gary Player endorsed Coca Cola in a historic moment for the PGA Tour.
Come 2002 and Coca-Cola became the presenting sponsor of the Tour Championship in Atlanta and since 2009 has provided every winner of the Tour Championship with a vintage Coke vending machine to add to his trophy room.
Current brand ambassador and former World No.1 Jordan Spieth, who won the Tour Championship in 2015 was memorably able to do so. He will be featured across DASANI Sparkling’s point-of-sale and on-course creative.
