Golf News for Wednesday, September 12, 2012 | Business

OMEGA elevates status with PGA of America to Official Patron

BIEL, Switzerland and PALM BEACH GARDENS, Fla. -- Omega, the Swiss maker of prestige watches, and The PGA of America announced that they have elevated their partnership to the elite status with a new, multi-year agreement that raises OMEGA's brand designation with the PGA from "Official Partner" to "Official Patron."

As Official Patron, OMEGA continues its role as Official Timekeeper at all PGA of America events and now also receives preferred access and onsite activation at PGA Major Championships, including the PGA Championship and Senior PGA Championship, as well as the PGA Grand Slam of Golf, and the upcoming 2012 Ryder Cup, which will be held this Sept. 25-30 at Medinah (Ill.) Country Club, where OMEGA will deliver a large-scale fan experience for the hundreds of thousands of spectators attending.

The "PGA Precision Experience presented by OMEGA," located within Ryder Cup Plaza at Medinah Country Club, will be open from Tuesday, Sept. 25th through Sunday, Sept. 30th, and is designed to showcase the traditions of the OMEGA brand, OMEGA's brand ambassadors, and its significant partnership with The PGA of America. Spectators are invited to experience the Art of Swiss Watchmaking through both a retail shop and an exhibition space, and discover OMEGA timepieces and products, with live demos conducted by a watchmaker who will showcase the artistry, precision and craftsmanship that goes into each OMEGA watch, as well as the brand's new 9300 Co-Axial Escapement. Additional fan activations within the "PGA Precision Experience presented by OMEGA" will include the OMEGA Precision Putting Challenge, where golfers can test their putting accuracy, and the OMEGA Photo Moment, where visitors can take fun, custom OMEGA / Ryder Cup branded photos to be uploaded directly to their smart phones.

The Association's most prestigious designation also affords OMEGA the ability to leverage the Ryder Cup Official Patron logo globally (with the sole exception of Europe), and further supports OMEGA's Ryder Cup program, including the brand's partnership with new OMEGA Ambassador and 2012 U.S. Ryder Cup Captain Davis Love III and the recently released OMEGA Seamaster Aqua Terra Captain's Watch created to celebrate golf's most preeminent event.

OMEGA's global advertising campaign for the 2012 Ryder Cup, which launched in September, serves as a cornerstone of the brand's Ryder Cup activation and highlights OMEGA's golf heritage. The television commercial began airing on September 4th and was produced in two executions: a 15-second spot celebrating OMEGA's mission to grow the game of golf around the world, and a 30-second spot featuring Davis Love III that was filmed earlier this year at Medinah Country Club. Both spots will air on NBC and the Golf Channel throughout the month of September.

The print campaign, which will run in the U.S. and internationally, pays homage the brand's pioneering spirit by celebrating OMEGA's history as the first watch worn on the moon as today it helps grow the game of golf on Earth. A digital campaign will run on GolfDigest.com, GQ.com, CondeNastTraveler.com, Wired.com and TheNewYorker.com.

OMEGA first announced its partnership with The PGA of America in 2011 and the five-year agreement marked a major breakthrough for OMEGA in the world of golf. After a successful first year, this newly elevated partnership further advances OMEGA's rich history in sports timekeeping and deepens the brand's relationship with the world's largest sports organization, which is comprised of 27,000 men and women PGA Professionals who are recognized for their expertise in teaching, promoting and managing the game of golf.

"We are absolutely delighted and extremely proud to recognize OMEGA as an Official Patron of The PGA of America," said PGA President Allen Wronowski. "The OMEGA name is renowned worldwide for delivering impeccable timing and the utmost of elegance. OMEGA's great desire to elevate their activation and further partner with our marquee Championship events, PGA Golf Properties and grassroots PGA Professionals strategically aligns two brands, OMEGA and The PGA, who are both widely known for delivering the highest of quality and expertise."

OMEGA President Stephen Urquhart is pleased with his brand's more active role: "Our association with The PGA of America has already been a gratifying one, and our new status as Official Patron of the Association reflects on both the importance of this partnership and OMEGA's serious commitment to the sport of golf."

Under the expanded agreement, OMEGA will also continue its commitment to the PGA Professional National Championship as one of three Presenting Sponsors and will also host corporate hospitality at all PGA major championships. Permanent OMEGA clocks will be installed at PGA-owned facilities and are already at PGA Golf Properties, including PGA Golf Club, PGACenter for Golf Learning and Performance and PGA Country Club, in Port St.Lucie, Fla.; and Valhalla Golf Club, in Louisville, Ky.

OMEGA has long supported the sport of golf internationally, serving as title sponsor of the OMEGA European Masters, the OMEGA Mission Hills World Cup of Golf and the OMEGA Dubai Desert Classic. In addition to Davis Love III, OMEGA's roster of Brand Ambassadors features a number of current golf stars, including Sergio Garcia and Michelle Wie, and one of the game's all-time greats, Greg Norman.

About OMEGA
Founded in 1848, the brand has built its reputation on innovative watchmaking and the quality and reliability of its timepieces. OMEGA's pioneering spirit has been demonstrated in its conquests of the oceans' depths and its role in every NASA piloted mission since 1965, including all six lunar missions. OMEGA has long supported the sport of golf internationally, serving as title sponsor of the OMEGA European Masters, the Dubai Desert Classic and the Dubai Ladies Masters. OMEGA's rich history in sports timekeeping includes its role as Official Timekeeper of the Olympic Games - a responsibility it has assumed at 25 Olympic Games since 1932.

About The PGA of America
Since its founding in 1916, The PGA of America has maintained a twofold mission: to establish and elevate the standards of the profession and to grow interest and participation in the game of golf. By establishing and elevating the standards of the golf profession through world-class education, career services, marketing and research programs, The PGA enables its professionals to maximize their performance in their respective career paths and showcases them as experts in the game and in the multi-billion dollar golf industry. By creating and delivering world-class championships and innovative programs, The PGA of America elevates the public's interest in the game, the desire to play more golf, and ensures accessibility to the game for everyone, everywhere. As The PGA nears its centennial, the PGA brand represents the very best in golf.

Contact:
Dana Gordon, OMEGA/BZA, danag@bzapr.com, 856-397-2917