PGA of America has announced a rebrand, deploying a new logo and marketing campaign ahead of the 2023 Ryder Cup at the Marco Simone Golf & Country Club in Italy.
Having teamed up with Omaha Productions to create the campaign, PGA of America is aiming to reach a younger generation of golfers and grow the game while differentiating itself from the PGA Tour by focusing on the importance of its golf professionals.
“The PGA of America consists of more than 29,000 men and women golf professionals who are motivated by their love for the game of golf, which is the underlying concept behind the ‘We Love this Game’ campaign,” PGA of America President John Lindert said in a press release. “Since 1916, PGA of America Golf Professionals have been the connection point of the everyday golfer’s journey.”
PGA of America and the PGA Tour are often mistaken as the same entity. The former is an association that includes people across the country who serve as instructors, course workers, and pro shop operators, among other golf professionals. The PGA Tour comprises professional golfers and their competitive events.
“While we enjoy a compelling heritage in major championships like the Ryder Cup, our real value and mission focuses on our role in influencing the future of our game, ensuring people everywhere can love the game in their own way, for a lifetime,” Lindert added. “Partnering with Omaha Productions will only amplify what our PGA of America Golf Professionals do for the game on a daily basis.”
The new logo, which appeared at the PGA of America headquarters in Frisco on Tuesday, emphasizes the “Of America” portion of the organization’s namesake. “PGA” appears in big letters, centered right above “Of America” and “1916,” the year PGA of America was founded. Two crossed golf clubs appear behind the wording, with a golf ball centered above it all between the clubs’ grips.
“We have a functional challenge that we’re trying to solve with a modern, simplified design,” PGA of America CCO Jeff Price told The Dallas Morning News. “The ‘of America’ component as our differentiator is really important, and it’s most times just not legible to the consumer. …[B]ecause of the kind of week-in and week-out dominance that the PGA Tour has, there’s an immediate equation to the PGA Tour and the professionals who play each week on the tour — vs. the incredibly important role that our PGA of America golf professionals play in the game at the grassroots level.”
The ads for the campaign feature several golf enthusiasts and notable PGA golf professional Michael Block. They emphasize that golf is a game everyone loves and continues to love for different reasons. The ads will begin running during Ryder Cup coverage on September 25.
