Cisco and the USGA have extended their longstanding technology partnership for an additional five years and are plotting new, artificial intelligence-focused initiatives together. With the renewal, Cisco will use its “Cisco AI Defense” platform to secure and validate a new AI function within the USGA’s handicap scoring app, GHIN, that lets users quickly query the USGA rulebook. Cisco will also deploy Wi-Fi 7 access points, Meraki cameras (for security and crowd flow monitoring), and customized dashboards to monitor network performance at USGA events, including the upcoming U.S. Women’s Open (at The Riviera Country Club) and U.S. Open (at Shinnecock Hills Golf Club).
“Being able to showcase how our technology works in a temporary environment -- and sometimes in a really difficult and challenging environment -- is important for us,” said Cisco VP/Global Sponsorships Rob McQueen. “It’s really [about] showcasing that in person, and it always has been with this relationship.”
The renewal continues Cisco and the USGA’s history of collaborating on operational innovations since first partnering in 2018. One notable example was during the height of the COVID-19 pandemic, when Cisco used WebEx to facilitate remote fan engagement opportunities like meet-and-greets with athletes.
“We look at Cisco not just a sponsor, but a strategic IT partner,” said Bryan Miranda, the USGA’s Managing Dir/Partnerships & Hospitality. “Our tech team will look at Cisco and say, ‘OK, we need to solve some problems here that we can’t solve alone. How does Cisco help?’ We engage Cisco real-time in how they can help solve X, Y, Z problem.”
Additional assets in the deal include Cisco serving as the presenting sponsor of the USGA’s media center at events, as well as hospitality considerations. Cisco also deploys members of its “Networking Academy Dream Team” career development program on-site at USGA events.
Cisco and the USGA negotiated the renewal directly. Allied Sports supports Cisco’s activations around its golf portfolio, which in addition to the USGA includes the APGA Tour, Stephen Curry’s Underrated Golf Tour, and sponsorship of close to a dozen PGA/LPGA players (e.g., Nelly Korda, Viktor Hovland). Financial terms were not disclosed.
