Humana extends PGA TOUR marketing relationship

January 14, 2013

PONTE VEDRA BEACH, Fla. -- The PGA TOUR and Humana Inc. (NYSE: HUM), one of the nation’s leading health care companies and the “Official Health Benefits Company of the PGA TOUR and Champions Tour” since 2005, announced today that their marketing relationship has been extended. As part of the new agreement, Humana will continue as Official Health Benefits Company of the PGA TOUR and Champions Tour and also will become the first “Health and Well-Being Partner of the PGA TOUR and Champions Tour.”

Humana utilizes the Official Marketing Partnership to promote its health and well-being platform through initiatives such as the Humana Walkit program and the Humana Well-Being Tour at tournaments, as well as its “Walk Like a Pro” advertising thematic and sponsorship of PGA TOUR players. This partnership with the PGA TOUR is another way Humana is raising the conversation about health and spreading its message of well-being throughout the year and across PGA TOUR stops.

In addition to the Official Marketing Partnership, Humana expanded its PGA TOUR relationship with its eight-year tournament sponsorship of the Humana Challenge, in partnership with the William J. Clinton Foundation. Held in La Quinta, Calif., the Humana Challenge focuses on healthy living and health-related issues in a multitude of ways, including the Health Matters conference hosted by President Clinton. The second Humana Challenge PGA TOUR event begins later this week, on Thursday Jan. 17.

Just last week, Humana also announced a partnership with golf icon Gary Player to promote lifelong well-being and healthy living through proper diet and exercise, as well as plans to help address the increasing challenges of childhood obesity. As part of the partnership, Player will serve as a well-being ambassador for Humana. 

“We are excited to extend our great partnership with the PGA TOUR and to continue to inspire golf fans across the country to take a more active role in their health,” said Bruce Broussard, President and CEO of Humana. “Since 2005 we have forged a relationship with the PGA TOUR that demonstrates the important connection between golf and health. It is with this same vision that we chose to sponsor the Humana Challenge, which is all about ‘well-being … with a side of golf.”

Humana’s Walkit program, which was introduced at five PGA TOUR events in 2012 and will be featured at several additional events in 2013, allows fans to track the number of steps they take on-site through the use of Humana pedometers. In 2012, the Humana Foundation made donations to local charities based on the number of steps recorded during the Humana Challenge and other events.

Additionally, the Humana Well-Being Tour, a customized 53-foot tractor trailer featuring an interactive hub to promote healthy living, continues its travels this year. It includes Humana bike stations, where visitors use “pedal power” to blend their own smoothies; Humana biometrics stations, which provide non-invasive biometric screenings; and Walkit stations where visitors can get Humana pedometers. The Well-Being Tour will make stops at several PGA TOUR events in 2013.

“Through our longstanding marketing relationship and now its title sponsorship of the Humana Challenge in partnership with the Clinton Foundation, Humana plays a critical role in the PGA TOUR’s ever-expanding focus on health and well-being,” said Tom Wade, PGA TOUR Chief Marketing Officer. “From the Walkit program and Humana Well-Being Tour, to the extensive activities in and around the Humana Challenge, Humana has been highly creative in promoting personal wellness in a fun way which engages our fans. We are extremely pleased to extend our relationship with Humana.”