The PGA Tour has added a new partner category and is bringing on Zyrtec as its first official allergy relief sponsor in a multiyear agreement. The brand will activate at events starting this week at the Arnold Palmer Invitational, followed by the Players Championship, RBC Heritage, Truist Championship and Tour Championship.
“We were thinking through, how can we connect with consumers,” said Jenn Lovell, the U.S. allergy commercial head for Kenvue, which owns the Zyrtec brand. “The PGA Tour felt like an ideal partner because golf season directly overlaps with peak allergy season. And a round of golf is a four-to-five-hour immersion in a really high pollen environment.”
The on-site activations will include a “Pollen Putt Challenge” as well as a “Relief Club,” where patrons can visit and receive branded merchandise and learn about allergy relief.
In addition to on-site activations, Zyrtec will roll out social and digital content with two new player ambassadors, Neal Shipley and Akshay Bhatia.
“This partnership signals a really significant shift in how healthcare brands can and should engage with sports,” Lovell said. “It’s less about general brand awareness and simple logo placement, but more toward authentic functional integration, which is what we really hope to do here.”
The PGA Tour agreement is Zyrtec’s first sports sponsorship, and the two sides negotiated the deal directly. Lovell said the tour reached out last year after Zyrtec did a social content series that included some golf content.
