- Official Designation: Viking is now the Official Cruise Line of the PGA TOUR and PGA TOUR Champions
- Contract Duration: The multi-year marketing agreement is set to remain in effect through 2030
- Marketing Strategy: The campaign focuses on brand awareness through digital and media placements on PGA platforms
- Strategic Alignment: Both companies cite the overlapping interests of travel and golf among their client bases as the primary driver for the partnership
On January 8, 2026, Viking and the PGA TOUR officially announced a significant multi-year marketing partnership. Under the terms of this new agreement, Viking has been designated as the Official Cruise Line of both the PGA TOUR and PGA TOUR Champions. The collaboration is currently scheduled to run through 2030 and aims to enhance brand visibility for the cruise line among golf enthusiasts. The core of the partnership involves a comprehensive brand awareness campaign that will feature Viking in media and digital placements across various PGA TOUR platforms.
Executives from both organizations expressed that the alliance is a strategic fit given the shared demographics and interests of their respective audiences. Richard Marnell, Viking’s Executive Vice President of Marketing, noted that golf and travel are high priorities for many Viking guests, making the PGA TOUR a natural partner. This move aligns with Viking’s history of supporting cultural programming, joining previous sponsorships with institutions such as the Los Angeles Philharmonic and the British Museum.
The PGA TOUR, headquartered in Ponte Vedra Beach, Florida, views the partnership as an opportunity to introduce the cruise line to its global fanbase. Dan Glod, Executive Vice President of Corporate Partnerships for the PGA TOUR, highlighted Viking’s reputation for enriching travel experiences as a key factor in the collaboration. Viking, a public company listed on the NYSE, operates a fleet of over 100 ships and is known for its focus on destination-oriented travel across rivers and oceans. This agreement secures Viking’s position within the professional golf landscape for the next four years, leveraging the PGA TOUR’s broad international reach and charitable footprint.
