CHICAGO -- The PGA TOUR and Morton's Restaurant Group, Inc. (NYSE: MRT) announced toay that they have entered a new marketing partnership beginning in 2011 that designates Morton's The Steakhouse as "The Official Steakhouse of the PGA TOUR, Champions Tour and Nationwide Tour."
This marks Morton's first official league-wide sports partnership.
"We are extremely pleased to announce our marketing partnership with such a premium restaurant brand as Morton's," said Tom Wade, PGA TOUR Chief Marketing Officer. "Morton's represents the very best in its business and has a number of restaurants that align with our tournament schedules. We look forward to working with Morton's to develop programs this year that benefit our players, utilize our TPC golf facilities and contribute to charity throughout the year."
Morton's has worked with individual athletes in many sports to create Celebrity Server events and auctions to benefit charitable initiatives. The PGA TOUR and Morton's are assembling a schedule of events involving players that will be held in conjunction with tournaments and will benefit those events' charities or those players' charitable foundations. There will also be a series of special events and experiences at TPC courses throughout the country. Tour members will also receive special dining benefits from Morton's.
"We look forward to partnering with the PGA TOUR on these programs in 2011 and working together for many years ahead," said Christopher Artinian, President and Chief Executive Officer of Morton's Restaurant Group, Inc., the fine dining steakhouse category leader and the largest company-owned fine-dining brand in the world. "There has always been great synergy between Morton's and professional athletes so we are thrilled to partner with a great sports organization such as the PGA TOUR that also does such important charitable work. It's the perfect pairing of two WORLD CLASS brands."
Founded in 1978 and based in Chicago, Morton's today has 77 steakhouses worldwide including international locations in Hong Kong, Macau, Shanghai, Singapore, Toronto and Mexico City.