Viking becomes the official cruise line of the PGA TOUR
Viking has announced a new multi-year partnership with the PGA TOUR and the PGA TOUR Champions, officially becoming the tour’s cruise line partner.
The agreement, valid through 2030, includes a series of brand awareness initiatives across traditional and digital media on various PGA TOUR platforms, enhancing Viking’s international visibility.
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The collaboration stems from the natural affinity between golf and travel, two passions shared by many Viking guests. Richard Marnell, Executive Vice President of Marketing at Viking, stated that the company is delighted to become the official partner of the PGA TOUR and PGA TOUR Champions, highlighting how golf and travel are central elements in the lives of its clients. He added that this partnership represents a natural fit and reinforces Viking’s commitment to supporting cultural programs and world-class events.
Founded in 1997 with the vision of offering travel experiences that are more destination-focused and culturally enriching, Viking is today a global leader in experiential travel. The company operates a fleet of more than 100 ships sailing 21 rivers, five oceans, and all seven continents, offering meticulously curated itineraries and unique cultural activities.
For his part, Dan Glod, Executive Vice President of Corporate Partnerships at the PGA TOUR, emphasized the significance of the partnership, stating that the PGA TOUR is excited to introduce Viking to its fans worldwide as the new official cruise line of the PGA TOUR and PGA TOUR Champions. He added that Viking, universally recognized as a leader in the industry, is known for delivering memorable and culturally enriching travel experiences that perfectly align with the expectations of both players and fans.
Viking has a long tradition of supporting cultural programs and initiatives, collaborating with prestigious institutions such as the Los Angeles Philharmonic, the British Museum, and the Metropolitan Opera. Recently, the company also signed a long-term agreement with the Norwegian Football Federation, becoming the main sponsor of the National Team Academy (Landslagsskolen) and Norway’s U-level national teams, further strengthening its commitment to sport and culture on a global scale.
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The partnership with the PGA TOUR represents a strategic step for Viking, aiming to consolidate its presence in the U.S. market and reach an international audience of sports and travel enthusiasts. Through the visibility offered by the tour’s media and digital platforms, the company will have the opportunity to showcase its river and ocean cruises, emphasizing the cultural value and exclusive services available on board. With this initiative, Viking reaffirms its mission to create unique travel experiences that combine sports, culture, and entertainment. The collaboration with the PGA TOUR will also enable the development of promotional activities and special packages for golf enthusiasts, strengthening the connection between experiential tourism and a sporty lifestyle.
In conclusion, the partnership between Viking and the PGA TOUR marks the beginning of a strategic collaboration that unites tourism excellence, culture, and sport, offering guests unique and memorable experiences at every destination. This partnership exemplifies how travel and sport can integrate seamlessly, creating new opportunities for fans and travelers around the world.
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