• by Les Luchter , Yesterday

Marking its debut as a sports league sponsor, Kenvue’s Zyrtec has been named the PGA Tour’s first-ever official allergy relief sponsor.

The relationship is a natural, since the Tour says that 85% of its golfers are impacted by allergies, Jenn Lovell, Kenvue’s commercial head, U.S. allergy, tells Marketing Daily. “So our partnership allows us to provide really tangible relief that helps them perform at their best.”

In addition, Lovell says, “golf season directly overlaps with peak allergy season.”

Zyrtec will tee up its four-year deal this Thursday as the Arnold Palmer Invitational gets underway in Orlando, with the brand onsite with fan-focused activations (e.g, “Pollen PuttPutt,” ”The Relief Zone”) both there and at four additional tournaments through August.

For now, though, spring allergy season is in a focus, with a concurrent campaign titled “Yes, Season” also launching.

The campaign is highlighted by a :15 Doner-created spot featuring two-time PGA Tour champion Akshay Bhatia that will run on PGA telecasts (this week’s tournament can be seen on Golf Channel, NBC, Peacock and ESPN+).

“Say yes to patio hangs, playdates, windows open,” says a voiceover during the spot amid scenes of Bhatia golfing and other outdoor activities. “Say yes to your thing.”

The spot incorporates Zyrtec’s three-year-old “Zeize the Day” tagline.

“We know that spring allergies affect millions, and golf is where those symptoms can really show up the hardest,” Lovell explains. “There’s hours of exposure to grass and pollen that can challenge even the best players.”

The launch of the PGA Tour sponsorship and the “Yes, Season” campaign will be accompanied by ongoing digital and social content featuring two newly named Zyrtec ambassadors: Bhatia and PGA Tour rookie Neal Shipley.

While Zyrtec’s connection with the PGA Tour is new, the use of golf in its marketing is not. Most recently, the sport was included as one of several outdoor activities in the brand’s “No Fomo Fall” campaign. 

“Golf is an outdoor sport where allergies can significantly Impact both players and fans,” declares Lovell.