Viking and the PGA TOUR have initiated a new multi-year marketing partnership that designates Viking as the Official Cruise Line of the PGA TOUR and PGA TOUR Champions.

Running through 2030, the agreement will focus on a brand awareness campaign for Viking across media and digital placements on various PGA TOUR platforms.

“We are very pleased to be the Official Cruise Line of the PGA TOUR and PGA TOUR Champions,” said Richard Marnell, Viking’s executive vice president of marketing.

“Both golf and travel are important priorities in the lives of many Viking guests, so partnering with the PGA TOUR is a natural fit and builds on our continued commitment to support cultural programming and events,” added Marnell.

Viking said in a press release that it was founded in 1997 with a vision of travel that could be more destination-focused and culturally enriching.

“We are excited to introduce Viking to our fans across the world as the new Official Cruise Line of the PGA TOUR and PGA TOUR Champions,” said Dan Glod, PGA TOUR executive vice president, corporate partnerships.

“A universally recognized leader in the industry, we’re proud to partner with Viking as they are known for providing memorable and enriching travel experiences that resonate with our players and fans,” added Glod.

According to the press release, Viking has a longstanding history of supporting cultural programming and events, partnering with institutions such as the Los Angeles Philharmonic, the British Museum and the Metropolitan Opera.

Viking also recently announced a long-term agreement with the Norwegian Football Federation, making Viking the main sponsor for the National Team Academy (Landslagsskolen) and Norway’s U-level national teams.