The PGA Tour and Discover South Carolina have announced a five-year marketing partnership that will see the state become an official tourism sponsor of golf’s elite tour.
As part of the agreement, through to 2027, Discover South Carolina will engage across the PGA Tour landscape, including through digital activations and creative content as well as at PGA Tour and DP World Tour tournaments. The partnership will further solidify the state as a world-class destination for recreation and golf.
The RBC Heritage returns to Hilton Head Island this week for its 55th edition, established in South Carolina in 1969 when Arnold Palmer took home the inaugural event. Congaree Golf Club in Ridgeland, South Carolina, also hosted events in both 2021 and 2022 as the PGA Tour navigated the pandemic, as Garrick Higgo took home the Palmetto Championship in 2021 before Rory McIlroy claimed THE CJ CUP in South Carolina last October.
South Carolina has also hosted the Korn Ferry Tour’s annual BMW Charity Pro-Am presented by TD SYNNEX every year since 1992. The Tour returns to Thornblade Club in Greer, South Carolina from 8-11 June 2023.
Reactions to the partnership
Brian Oliver, PGA Tour executive vice president, corporate partnerships: “We are thrilled to have Discover South Carolina on board as an official marketing partner, a testament to the Palmetto State’s rich contributions to golf history and its reputation as a must-visit tourist destination for golf enthusiasts. The State of South Carolina has been an ardent supporter of golf and the PGA Tour, and we have been fortunate to work more closely than ever with the state these last several years as they supported several events throughout the Covid-19 pandemic. We look forward to continuing and building upon that partnership during these next five years.”
Duane Parrish, director, South Carolina department of parks, recreation and tourism: “This marketing partnership is an incredible opportunity to invite the PGA Tour fanbase to discover South Carolina. With more than 350 courses from the mountains to the coast, we have something for every golfer and every golf vacation. From the experienced golf groups looking for a destination with easy access to multiple challenging courses to the families looking for a getaway with laid-back courses and a lot of off-course activities, we have it all – and we are easy to get to. We are thrilled to use this opportunity to show more golfers why South Carolina is a must-visit destination.”
Golf’s economic impact in South Carolina
Golf had an estimated US$3.3bn impact on South Carolina’s economy in 2021 – contributing 38,000 jobs and US$18.3m in admissions tax collections that year. Golf generates more income than any other single entertainment or recreation activity in the state, and visitors who play golf during their trip to South Carolina spend an additional US$1.1bn off-course.
The International Association of Golf Travel Operators (IAGTO) named South Carolina among the top five golf destinations in the world for 2023 – the only US destination to make the global golf destination of the year list.
Image: discoversouthcarolina.com