TOUR, Nature Valley extend partnership for five years

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PONTE VEDRA BEACH, Fla. -- Nature Valley and the PGA TOUR have extended their Official Marketing Partnership through 2013, continuing Nature Valley's designation as the "Official Natural Energy Bar of the PGA TOUR, Champions Tour and Nationwide Tour" for five more years.

Since becoming an Official Marketing Partner of the TOUR in 2000, Nature Valley has expanded its involvement with PGA TOUR-themed consumer promotions, sampling opportunities at more than 35 tournaments and other PGA TOUR-related outlets each year, the PGA TOUR Caddy Hat Program and, most recently, the introduction of the "Nature Valley Amateur," a series of national amateur golf events at 20-plus of the TOUR's Tournament Players Clubs.

"We are extremely pleased to continue our partnership with the Nature Valley brand," said Tom Wade, PGA TOUR Chief Marketing Officer. "Nature Valley has been very active and creative in its promotion through PGA TOUR assets, including our tournaments, caddies, TPC golf courses, and multi-media outlets. Nature Valley has demonstrated the strength of the TOUR as a marketing platform to connect their brand with golf in meaningful and authentic ways."

Nature Valley builds brand awareness and customer loyalty for its products by distributing tens of thousands of granola bars to golf-loving consumers each year. As the sponsor of the Caddy Hat Program since 2005, Nature Valley offers weekly performance-based hat sponsorships to every eligible caddie on the PGA TOUR. Additionally, monthly advertorials in Golf Digest feature Caddy profiles and tips.

Introduced in 2007, the Nature Valley Amateur provides eligible amateur golfers an opportunity to play and compete like a PGA TOUR professional, complete with personal caddies, lockers and real-time scoring. In 2008, 20 regional qualifiers were held at TPCs throughout the country, with finalists from three flights advancing to a championship at TPC Sawgrass, home of THE PLAYERS Championship. Participants experience pro-style conditions at these tournaments that test their abilities to the fullest.

"We are extremely pleased to continue our partnership with the PGA TOUR, which has provided us with such an effective platform for getting Nature Valley in front of the golf consumer," said Martin Abrams, Marketing Manager for Nature Valley. "The sampling program has been particularly successful and we have enhanced the designation of 'Official Natural Energy Bar' with TOUR-themed packaging, promotions and events. It has worked very well for us, and we look forward to introducing more creative concepts through our relationship."