A New Era of Sponsorship: The PGA Tour’s Digital Ad Innovation

The PGA Tour introduced a new digital sponsorship execution during NBC/Golf Channel’s broadcast of the Players Championship. Proud Partners—Optum, Morgan Stanley, and Comcast Business—had their logos digitally placed on-screen during live tee shots.

For example, Morgan Stanley’s logo appeared as Rory McIlroy teed off on the 10th hole, staying visible for about 20 seconds. The Tour partnered with Virtual Eye to create these overlays, similar to virtual ads seen on MLB pitcher’s mounds.

This activation didn’t replace traditional ad time but added extra brand exposure. While not yet planned for other events, its success suggests more brands may seek similar opportunities in the future.