Samsung has signed a three year multi platform partnership agreement with the US PGA Tour. The deal spans the PGA Championship and Ryder Cup through 2016, featuring enhanced technological support heavily focused on mobile and second screen engagement.
This follows on from yesterday’s story on ESPN and the dominance of sport in terms of digital content, and within that sector the strength of mobile as a driver of fan involvement with brands and events.
The initial focus, starting with the US PGA Championship at the Valhalla Course in Kentucky in August will be on extending the experience of the PGA Championship and Ryder Cup for fans at home, on the go and attending the event.
A new range of PGA fan experiences will be available across Samsung’s line of Smart TVs, large display monitors, PC’s, connected cameras, smartphones, tablets and wearables.
It is the first time that the PGA has signed up what might be termed a full technology partner. The main relationships it has are with the more traditional expected brands such as Mercedes Benz, Omega and National Car Rental.
Whether Samsung will seek to make the content available exclusively on their own devices rather than restricted through carriers will be interesting to follow.
The company launched its latest versions of the Galaxy Note pro at the Consumer Electronics Show in Las Vegas this week with the intention of challenging the Apple iPad as the number one tablet in a market that is worth billions.
Samsung has clearly identified sport as a main driver of that ambition. It has high profile partnership deals with the International Olympic and Paralympic Committees and Chelsea football club. It also has pulled together a stunning array of individual ambassadors including Lionel Messi as part of an unofficial World Cup 2014 campaign.
Closer to home it recently signed a deal with Leinster Rugby to be the provinces official technology partner and sponsors the popular night runs that take place in Dublin and Cork.
Samsung’s line of mobile products will be used as the PGA’s Official Scoring System for the PGA Championship over the course of the next three years and for the 2016 Ryder Cup which takes place at the Hazeltine club in Minnesota.
“Samsung is all about providing innovative solutions that connect people to their passions,” said Tim Baxter, president of Samsung Electronics America. “We look forward to working with the PGA to redefine the ways that golf enthusiasts can engage and get deeper access to the game they love across our network of devices, at home and on the go.”
“The PGA of America is proud to welcome Samsung into a partnership that launches a new era in spectator enjoyment at the PGA Championship and the Ryder Cup, along with elevating the golf experience for consumers,” said PGA of America Chief Executive Officer Pete Bevacqua. “Over its history, Samsung has been a leader in technological progress and product enrichment. With this agreement, Samsung is making a sizeable impact on the game, which we believe will benefit PGA Professionals and all those who are passionate about golf.”
