Maryland-based whiskey company Sagamore Spirit is a sponsor of this week’s BMW Golf Championship tournament in the state.
The business, which owns the namesake rye whiskey brand, is hoping to capitalise on the “thousands of fans” expected at the Caves Valley Golf Club north of Baltimore from today until Sunday (17 August). Financial details behind the “preferred whiskey provider” status secured by Sagamore with the PGA Tour were not disclosed.
The arrangement sees Sagamore feature in hospitality and concession areas around the golf course, supported by “branded elements” on entrance boards, bar backs, venue walls and TV wraps. Among the brand’s iterations being promoted are Sagamore Small Batch, Double Oak and Cask Strength.
Sagamore, which was founded in 2013 by the founder of sportswear business Under Armor, Kevin Plank, is about to celebrate the second anniversary of its change of ownership: In September 2023, Disaronno owner Illva Saronno purchased a majority holding for an undisclosed sum.
