Patrick Cantlay of the United States plays his shot from the 18th tee during the final round of the Workday Charity Open on July 12, 2020 at the Muirfield Village Golf Club in Dublin, Ohio.
Sam Greenwood | fake pictures
In its first move to enter the world of sports sponsorship, the Goldman Sachs financial empire will sponsor PGA Tour golfer Patrick Cantlay and launch a series of television commercials during this weekend’s Memorial Tournament, the company told CNBC on Monday. .
Cantlay, 28, signed with Goldman Sachs for a multi-year deal and will sport the bank’s logo on his clothing during events as part of the sponsorship. The company did not disclose the financial terms of the deal, but said it hopes to achieve a long-term extension with Cantlay in the future.
“Ultimately, the combination of what you do on the course and what we do off the course we thought was a great partnership,” said Dustin Cohn, head of brand marketing for Goldman Sachs’ Division of Consumer and Investment Management. .
Cohn described Cantlay as “a young newcomer with a bright future ahead of us. And we are young, too, and we take our craft very seriously.”
Cantlay, who won last year’s Memorial, will pursue the title this weekend to be the event’s second repeat winner, joining Tiger Woods (1999-2001).
“We are leveraging that to debut our new announcement on CBS,” said Cohn.
Goldman’s television commercial will feature Cantlay at age four playing golf with his father, Steve, and will include a six-page letter his father wrote to Cantlay on his first day as a PGA Tour golfer. According to Cohn, the ad aims to show what “support means for people and how this is a good example of how success begins with the right support.”
Cantlay will help the company build brand awareness for its recently launched Marcus by Goldman Sachs mobile app. The firm plans that the app will one day serve as a storefront and one-stop shop for a variety of digital banking services.
Cohn said Goldman is “exploring our options in different sports and different athletes,” as the firm will seek to add other athletes to its sponsorship portfolio.
Currently in tenth place in the world, Cantlay, who will be chasing his third victory on the PGA Tour, accumulates a total of $ 1,786,331 in seven events played this year. Last year he won $ 6,121,488 in 21 events, including a victory at the Memorial, the tournament founded by golf legend Jack Nicklaus.
Cantlay said he is still adjusting to life by practicing the sport during Covid-19. The PGA Tour played again on June 11 for the Charles Schwab Challenge.
“It’s weird playing for something that apparently is so important with no one around,” Cantlay said. “It’s sad to take a good shot and not have anyone around you to celebrate. You only hear crickets.”
PGA Tour officials recently modified their health and safety protocols to allow golfers who test positive for Covid-19 to return faster, provided they show no symptoms and are negative for 72 hours.
The Memorial is scheduled for July 16-19 at the Muirfield Village Golf Club in Ohio.
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