Barstool Golf, PGA Tour launch co

Barstool Sports’ golf brand is hitting the PGA Tour's merchandise tents this season for select events. The PGA Tour said it was doing "cobranded collaborations" with select merchandisers to offer "custom and exclusive" products for various PGA Tour events this season. Barstool's first co-branded line was released in Phoenix the week of the WM Phoenix Open and its second line dropped this week at TPC Sawgrass for the Players Championship. On-site attendees can find a mix of custom Barstool-Players Championship branded polos, tees, headwear and accessories. Fans not in attendance can purchase items online through Fanatics’ PGA Tour Fan Shop. Barstool personality Frankie Borrelli said during an interview on the "KFC Radio" podcast this week that the brand's first line in Phoenix was "the number one selling brand for the first day" of the tournament week.

MAKING INROADS: PGA Tour Dir of Merchandising Lea Osol told SBJ in an email this was the first time that PGA Tour Fans Shops have "collaborated on cobranded, custom apparel with an influencer brand." Osol added Barstool's demographic are "already core fans of the PGA Tour, our players and our events," making them a "natural collaborator." On Barstool's "Fore Play" podcast yesterday, co-host Sam "Riggs" Bozoian said it "would have made a little bit of sense to people even right out of the gate" for Barstool to have a line in Phoenix. Riggs: "There's one spot to do it. That's probably it. It's a party. It's the people's open, our brand fits a lot with the Waste Management Phoenix Open brand." He added that it is due to people supporting and purchasing the products that makes these collaborations possible. "That is what allows the PGA Tour and the Players Championship to be like, 'Okay, this is resonating with people like we should do this.' Like [the PGA Tour] might like us, they might enjoy our content, but they don't do this unless there's numbers," Riggs said. "Those numbers come from people supporting by watching us, listening and all that. So really, it's kind of a journey and it's people being there with us along the entire way."

OTHER COLLABS: Osol said that the PGA Tour has other co-branded lines set up with other brands for events throughout the season, including with Peter Millar, Johnnie-O, Greyson, Vineyard Vines and Swag Golf. As of Thursday, Osol told SBJ there are "already several sold out styles of Players-Barstool Golf custom apparel on PGATourFanShop.com well ahead of the Players," which opens its gates to fans on Tuesday. Along with its Players Championship line, Osol told SBJ, Barstool is also "working on cobranded apparel with them for the FedExCup Playoffs and Tour Championship."

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SBJ I Factor presented by Allied Sports features an interview with Danita Johnson, president of business operations for D.C. United and a member of Sports Business Journal's Forty Under 40 class of 2023. Johnson talks with SBJ's Abe Madkour about learning how to sell and to not fear change, becoming an effective manager, the importance of empathy as a leadership trait, and what to look for when evaluating job candidates. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine's awards, such as Forty Under 40, Game Changers and others.

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