PGA Tour Expands Women’s Initiative, Astellas Remains National Sponsor

The PGA Tour is expanding its Women’s Initiative and renaming it PGA TOUR Woman. 

The objective of the change is to unify and grow the Tour’s community of female fans through shared attitudes and interests.

Encouraged by the 2013 response and growth of the onsite Executive Women’s Day program and Women’s Pavilion that are sponsored by Astellas, viagra 60mg the Tour will expand the concept by creating programs with new companies that embody the common ground among its diverse female fans.

According to Nielsen Media Research, nearly 83 million people tuned in to PGA Tour telecasts for at least 15 minutes in 2013. Of those, 46 percent were female.

“PGA Tour Woman is a platform created for our significant base of female PGA Tour fans that celebrates their widely varied interests, activities, lifestyle and aspirations,” said Donna Fiedorowicz, PGA Tour Senior Vice President of Tournament Activation and Outreach. “Based on the success we had in 2013 with Astellas as our Founding Partner, we are very excited about the potential PGA Tour Woman has to connect our female fans in a variety of meaningful ways and expand our opportunity to reach sponsors that might be more female-centric and have not yet considered partnering with us.”

Fiedorowicz said the PGA Tour already has had positive discussions with potential sponsors about their involvement with PGA Tour Woman to help build upon what already has taken place with the Women’s Initiative.

Astellas will remain the Exclusive National sponsor of the popular Executive Women’s Day events held on site at tournaments throughout the country.  Additionally, as the founding sponsor, Astellas will join other female-focused companies with the rights to PGA Tour Woman and on site activation at tournament sites.  Open to all fans, the Astellas Pavilion has been renamed “The Experience” and has been enhanced to include interactive games and activities focused on health and well-being. It will be showcased at 20 tournaments this year.

The Tour and Astellas Pharma US, Inc., a U.S. subsidiary of Tokyo-based Astellas Pharma Inc., announced in February 2013 a three-year agreement in which Astellas would champion the PGA Tour’s commitment to a new Women’s Initiative.

“Astellas is excited to continue its relationship with the PGA Tour as a sponsor of PGA Tour Woman,” said Pamela Buford, Director, Consumer Marketing at Astellas. “Through our sponsorship, Astellas will offer fans a range of interactive activities on site at tournament events as well as local community efforts that empower female fans to prioritize their personal health and wellness by having open and honest conversations with their doctor.”