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Golf Australia has signed a "disruptive" long-term partnership with Under Armour and its Australian distributor in the first major deal since the sport adopted a holistic new governance strategy.
Under Armour and its exclusive Australian golf provider, Walkinshaw Sports, today signed a three-year sponsorship with the national sporting organisation.
The partnership comes just weeks after the launch of One Golf, a new governance model which has seen Golf Australia bring five state associations under its umbrella to streamline management, find cost savings and improve its sponsorship offering.
Under Armour will now provide performance golf apparel, footwear and accessories to the staff and stakeholders of all state associations barring NSW and Western Australia, which are yet to ratify One Golf.
Walkinshaw Sports general manager, Dan Harrap, said the One Golf model was a key reason for the sponsorship: "Golf Australia is now a leader in sports governance in the country and this deal represents a significant opportunity for us to connect with golfers around the nation."
Kent Boorman, Golf Australia's commercial director, said the alliance with a global brand such as Under Armour would help the sport achieve its key priority of attracting more young people.
"Without doubt, Under Armour is one of the youngest and more disruptive apparel brands in sport, not just golf, and it’s fantastic to have an association with the company, through Walkinshaw Sports, in our partnership portfolio," said Boorman.
The partnership launched today with a full digital takeover of Golf Australia's website, which currently attracts 37,000 players who check their handicap each day.
According to a sponsorship analysis commissioned by Golf Australia, the One Golf model could see commercial revenue increase by between $630k and $1.34 million in the 2019 financial year, and up to $2.24m by its third year.
Golf Australia CEO, Stephen Pitt, said the "economies of scale" of the strategy would deliver savings worth $3m to state associations.
Under Armour has been building its golf offering in recent years, and counts champion golfer Jordan Speith as a brand ambassador. In Australia, it sponsors the NBL and has recently linked with the AFL.
In other golf news, ISPS Handa has signed a two-year naming rights partnership with the Vic Open.
The tournament, which includes both men's and women's events, will be staged in February at the 13th Beach Golf Links in Barwon Heads. The event is jointly sanctioned by the LPGA Tour, ALPG, European Tour and PGA Tour of Australasia.
ISPS Handa is already a major sponsor of golf, holding naming rights to the Women’s Australian Open, World Super 6 Perth, World Cup of Golf and New Zealand Open, as well as the PGA Tour of Australasia and several leading all-abilities events.
The tournament will also offer equal prize-pools of $1.5m to both male and female competitors as part of a new agreement with the Victorian Government.
