- Official name: Viking Cruises Now Official Cruise Line of PGA TOUR and PGA TOUR Champions
- Contract term: The multi-year marketing agreement will remain in effect until 2030
- Marketing strategy: The campaign focuses on increasing brand awareness through digital and media placement on the PGA platform
- Strategic adjustment: Both companies cited the overlapping interest in travel and golf among their customer bases as a key driver of the partnership
On January 8, 2026, Viking and the PGA Tour officially announced a major multi-year marketing partnership. Under the terms of this new agreement, Viking Cruises has been designated as the official cruise line of the PGA TOUR and PGA TOUR Champions. Currently, the cooperation is planned to last until 2030 and aims to increase the visibility of the cruise brand among golf enthusiasts. The core of the partnership involves a comprehensive brand awareness campaign that will feature Viking across media and digital presence across PGA TOUR platforms.
Executives from both organizations said the alliance is a strategic fit given the shared demographics and interests of their respective audiences. Richard Marnell, executive vice president of marketing for Viking Hotels, noted that golf and travel are top priorities for many Viking Hotel guests, making the PGA Tour a natural partner. The move is in line with Viking’s history of supporting cultural programming, joining previous sponsorships with institutions such as the Los Angeles Philharmonic and the British Museum.
The PGA Tour, headquartered in Ponte Vedra Beach, Fla., sees the partnership as an opportunity to introduce the cruise line to its global fan base. Dan Glod, the PGA Tour’s executive vice president of corporate partnerships, highlighted Viking’s reputation for enriching travel experiences as a key factor in the partnership. Viking, a publicly traded company listed on the New York Stock Exchange, operates a fleet of more than 100 ships and is known for its focus on destination-oriented travel across rivers and oceans. The agreement leverages the PGA Tour’s extensive international reach and philanthropic footprint to secure Viking’s presence in professional golf for the next four years.