Ace Hardware, PGA Tour Form Marketing Agreement

The PGA Tour and Ace Hardware have formed a new, multi-year marketing agreement that designates Ace as the “Official Hardware Store of the PGA Tour and Champions Tour.”

Ace said it will work closely with the PGA tour on a program whereby tournaments on the PGA Tour, Champions Tour, Tour, PGA Tours in Latin America, Canada and China, as well as the PGA Tour’s TPC Network, will have the opportunity to purchase products efficiently and cost-effectively through Ace.

Tom Wade, PGA Tour chief commercial officer, noted, “A large part of the PGA Tour’s business, including the preparation and operation of tournaments and the daily operation and maintenance of our TPC facilities, ties directly to Ace’s expertise in providing quality products and helpful service. This new relationship with Ace will help us substantially with everything we do, and we see a great opportunity to benefit both parties.”

“Ace is excited to partner with the PGA Tour as part of our overall golf strategy that’s designed to speak to, and interact with, the core Ace Hardware customer, the golf enthusiast,” said John Surane, evp/marketing, merchandising and sales, Ace Hardware Corporation. “We’ll be helping the PGA Tour take care of their ‘homes’— the golf courses and facilities in which they operate— showcasing Ace’s helpful service and quality products in a very authentic way.”

Earlier this year, Ace inked a multi-year sponsorship of PGA Tour member and six-time winner Hunter Mahan. The sponsorship includes Mahan’s appearance in the brand’s 2015 “Golf Swing Away” television commercial, which began airing in April to promote Ace’s Free Store Pickup program. Ace also is airing commercials during live PGA Tour telecasts on Golf Channel and NBC Sports, in addition to having an advertising presence on PGA’s website.