Coca-Cola extends PGA Tour association with DASANI deal

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The Coca-Cola Company has extended its longstanding relationship with the PGA TOUR as DASANI Sparkling announced its first-ever sports partnership as the TOUR’s official Sparkling Water.

Coca-Cola is a Proud Partner of the TOUR Championship, which serves as the culminating event of the FedExCup Playoffs.

To celebrate the relationship, DASANI Sparkling debuted a fun golf-themed spot set around East Lake’s iconic water obstacles. The light-hearted film shows golf fans how DASANI will help bring some extra sparkle to the TOUR, in more ways than one. A 30-second version will first air during the TOUR Championship broadcast on NBC.

During the TOUR Championship, product will also be featured in the DASANI Sparkling seating sections at the 1st tee and 18th green. At these complimentary shaded sections, fans will comfortably watch their favorite golfers and enjoy samples of DASANI Sparkling Black Cherry. And for fans 21 and over, several on-site venues will offer the signature cocktail of the TOUR Championship, The Shamrock. The handcrafted Shamrock blends fresh lemonade and DASANI Sparkling Black Cherry with GREY GOOSE Cherry Noir for a light and refreshing cocktail, Coca-Cola has stated in a write-up on the company’s website.

“DASANI Sparkling is excited to make a splash at the storied East Lake property,” said Brad Spickert, senior vice president of hydration, Coca-Cola North America. “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.”

The expansion builds on Coke’s longstanding partnership with the PGA TOUR, the company’s pouring rights with the Tournament Players Club (TPC) network of clubs, and its overall history with golf.

“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, 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.”

The company tapped into the sport in the late 1940s when Bobby Jones – co-founder of the Masters Tournament and one of the greatest players of all time – appeared in his first Coca-Cola campaign. The ads featured some of sport’s greatest champions and helped inspire Jones’ path to becoming a Coca-Cola bottler several years later. East Lake was widely recognized as Jones’ home course.

Shortly thereafter, Ted Rhodes, who along with Bill Spiller were the first black golfers to play in a PGA TOUR sanctioned event, was featured in Coca-Cola advertising. In the 1960s, the “big three” of golf – Arnold Palmer, Jack Nicklaus and Gary Player – were endorsers for The Coca-Cola Company.

In 2002, Coca-Cola became 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. Coca-Cola ambassador Jordan Spieth, who won the TOUR Championship and took home his own vending keepsake in 2015, will be featured across DASANI Sparkling’s point-of-sale and on-course creative.


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