PGA TOUR & Supergoop! Ink Deal, Making SPF a Performance Metric

NEW YORK, NY – March 04, 2026 – The PGA TOUR has announced a landmark, multi-year partnership with Supergoop!, naming the high-growth skincare brand its Official Suncare Partner. The deal, which extends through 2030, signals a strategic shift in professional sports, framing daily sun protection not merely as a health recommendation but as an essential component of athletic performance and fan well-being.

The partnership also brings 13-time PGA TOUR winner and fan favorite Justin Rose into the fold as a brand ambassador, adding a layer of authentic, on-course credibility to a collaboration that aims to reshape habits both inside and outside the ropes.

A Strategic Play for a Growing Market

This alliance is far more than a simple sponsorship; it represents a masterclass in strategic marketing and brand alignment. Supergoop!, a brand that has carved out a distinct identity by focusing exclusively on SPF-based products, is tapping into one of the most dedicated and affluent consumer bases in sports. The PGA TOUR audience, while historically skewing older on linear television, has seen a significant influx of younger, digitally-savvy fans on streaming platforms, with a notable 19% of individuals aged 25-34 expressing high interest.

This demographic is increasingly health-conscious and values premium, performance-oriented products. With 74% of PGA TOUR viewers classified as mid-to-high-income, the audience aligns perfectly with Supergoop!'s prestige positioning. The brand, which reported sales of $250 million in 2022, is making a calculated investment to capture a larger share of the booming global sun care market, a sector projected to swell from $14 billion in 2024 to over $23 billion by 2033.

The partnership also coincides with a remarkable surge in golf participation. In 2024, a record 47.2 million Americans engaged with the sport, a 38% increase since 2019. Critically, this growth is being driven by younger and more diverse demographics, including a 15% rise in female golfers. By establishing a strong presence on the TOUR, Supergoop! is positioning itself at the center of this expanding and evolving community.

"This partnership brings our mission to life on one of the world's most visible outdoor stages," said Melis del Rey, CEO of Supergoop!. "Golf is a sport defined by extended time spent outdoors and a strong focus on performance, which mirrors how we believe SPF should show up in people's everyday lives."

Redefining Performance: Sunscreen as Essential Gear

For decades, athletes have focused on nutrition, training, and equipment to gain a competitive edge. This partnership boldly adds another element to that regimen: sun protection. By enlisting Justin Rose, a globally respected major champion, the campaign reframes sunscreen as indispensable gear for any serious athlete.

Spending hours on the course under direct sun exposure is an unavoidable reality for professional golfers. The physical toll of sunburn, heat stress, and long-term skin damage can directly impact an athlete's stamina, focus, and career longevity. The collaboration aims to dismantle the old notion of sunscreen as a sticky, greasy afterthought and replace it with Supergoop!'s "feel-good" formulas designed for high-performance, sweat-resistant wear.

"I'm excited to partner with Supergoop!, a brand that prioritizes sun protection and performance. Spending hours on the course means sun protection is nonnegotiable for me," Rose stated. "These products fit seamlessly into my routine—they feel great on my skin and perform when I need them most."

Rose's endorsement provides a powerful message, particularly to the male-dominated ranks of recreational golfers who may have traditionally overlooked daily SPF use. His involvement suggests that taking care of your skin is not just a health choice but a smart performance strategy. This perspective is echoed by the PGA TOUR itself, which recognizes the importance of player well-being.

"Many PGA TOUR players have turned to Supergoop! to protect them on the course, and we are pleased to further introduce their beloved products to our fans through this new partnership," said Dan Glod, PGA TOUR Executive Vice President of Corporate Partnerships.

Beyond the Ropes: A Public Health Initiative on the Fairway

While the partnership holds immense value for athletes and business strategists, its broadest impact may be on public health. The PGA TOUR serves as a powerful platform to influence the behavior of millions of fans and the 28.1 million on-course golfers in the United States. By integrating sun safety into the very fabric of its events, the TOUR is taking an active role in preventing skin cancer.

This move places the PGA TOUR alongside other major sports leagues that have launched similar successful initiatives. Major League Baseball's long-running "Play Sun Smart" program and the NFL's "Crucial Catch" campaign, which provides free sunscreen at training camps, have set a precedent for leveraging sports to promote vital health messages. This partnership follows that proven model and customizes it for the unique environment of golf.

A key element of the activation will be Supergoop!'s "Reapplication Station," set to debut at THE PLAYERS Championship from March 10-15. These stations will provide fans with easy access to sunscreen, removing barriers to application and reinforcing the message that protection requires regular attention. The products will also be available in select TPC Network Properties and tournament fan shops, making sun safety an accessible and visible part of the spectator experience.

By normalizing the act of applying and reapplying sunscreen in a public, social setting, the partnership aims to shift cultural perceptions and foster healthier habits that extend far beyond a weekend tournament. As fans watch their favorite players prioritize sun protection, the hope is that they will be inspired to do the same, whether they are on the golf course, at the beach, or simply going about their daily lives. The initiative reinforces that in the game of life, protecting your health is the ultimate performance advantage.