PGA TOUR has taken a minority shareholding in the UK parent company of specialist operator Golfbreaks for an undisclosed sum.
The investment marks the Florida-based golf tournament organiser’s entry into the global golf travel sector.
Golfbreaks now looks to accelerate the expansion of its North American business under the ‘Golfbreaks by PGA TOUR’ brand.
PGA TOUR will contribute its brand and select marketing assets to raise the profile and visibility of Golfbreaks to its global fan base.
Golfbreaks will build tournament experience packages at high-profile events as well as stay and play holidays at prominent properties in Sawgrass and Las Vegas.
Golfbreaks will continue to be managed and operated by its existing leadership team.
PGA TOUR will serve on the board of parent company, Golfbreaks Limited.
Golfbreaks CEO Andrew Stanley said: “We opened our US office in 2016 to provide the 30 million-plus golfers with a one-stop travel service offering high quality, good value golf vacations.
“Having achieved three years of double-digit growth, the time was right for us to find a strategic partner who was fully committed to help us scale this business.
Combining the PGA TOUR’s credibility, reach and assets, with Golfbreaks’ market knowledge, existing business and intellectual property, creates a scalable platform to grow the business not just in North America, but across all geographies.”
PGA TOUR senior vice president, new ventures, Lance Stover, added: “Booking a golf vacation in the States can be an arduous process.
“In partnership with Golfbreaks, we can help showcase a better solution.
“Highly skilled agents that simplify the discovery and planning process at a better value is an incredible proposition.
“We have been highly impressed with the way in which the Golfbreaks team has successfully built its business and firmly believe that by adding our marketing reach and unique assets, we can help redefine what golf travel means to our fans.”