ATLANTA--(BUSINESS WIRE)--Fermata Partners, an Atlanta-based specialized consumer products licensing agency and division of CAA Sports, has finalized a long-term agreement to serve as the exclusive trademark licensing representative for the PGA TOUR across a wide range of product categories globally. The agreement, which commenced earlier this year, gives Fermata the responsibility of managing and developing the PGA TOUR’s core domestic and international retail licensing program. Fermata will work closely with the PGA TOUR to expand its retail licensing business and the scope of the TOUR's brand presence within the consumer marketplace worldwide, which currently consists of more than 100 licensees across a broad range of consumer product categories from apparel and accessories to video games and travel experiences. The TOUR’s registered trademarks include the primary PGA TOUR mark, in addition to PGA TOUR Champions, Web.com Tour, and its professional golf tours in Canada and Latin America, as well as THE PLAYERS Championship, The Presidents Cup, FedExCup, and other participating, co-sanctioned, and third-party-operated PGA TOUR and PGA TOUR Champions event marks.
“We are very excited to announce this relationship with such a highly respected and accomplished agency,” said Lance Stover, Vice President, New Ventures & Licensing at the PGA TOUR. “The team at Fermata Partners and CAA Sports have an extensive background and knowledge of the sports and licensing industry and our brand will benefit from their expertise.”
Established in 1968, the PGA TOUR operates more than 100 golf events annually throughout the world between its six Tours. The PGA TOUR features the best players in the world, with members from more than 20 countries. Licensing helps support the TOUR’s overall mission of inspiring fans through the management of the best professional golf tournaments, providing financial opportunities for PGA TOUR players, generating significant charitable and economic impact in the communities in which TOUR events are played, and growing the game of golf.
“We are thrilled to strategically align with the PGA TOUR, one of the most globally recognizable brands in sports, and look forward to collaborating with our new partners to further cultivate and grow its brand and consumer product offerings worldwide,” said Kit Walsh, Founding Partner, Fermata Partners.
CAA Sports, a division of leading entertainment and sports agency Creative Artists Agency (CAA), acquired Fermata in April 2015. Based in Atlanta, Fermata Partners is a specialized consumer products licensing agency focused on colleges and universities, global football clubs, and iconic sports and lifestyle brands. Fermata most recently announced that it had added the University of Notre Dame and University of Wisconsin at Madison (effective July 1, 2016) to its expanding portfolio of top-selling collegiate licensing programs, joining the University of Kentucky, the University of Miami, University of Oregon, and the University of Georgia. Within its international football practice, Fermata represents several Premier League football clubs, including Manchester City, Liverpool F.C., Tottenham Hotspur, Aston Villa Football Club, Newcastle United Football Club, Norwich City Football Club, Queens Park Rangers Football Club, and Swansea City Association Football Club. The company also represents Little League International, Churchill Downs, and the Kentucky Derby.