Boston-based wearable tech firm WHOOP has announced a partnership with the PGA TOUR that will make its biometric wristband the “Official Fitness Wearable of the PGA TOUR and PGA TOUR Champions”, and make the company a “Sponsor of PGA TOUR Active.”
The multi-year deal will begin with a new initiative called the WHOOP Live for Charity initiative. PGA TOUR players that wish to participate and have their biometric data and heart rate displayed during defining moments over the course of the PGA TOUR season will receive a $10,000 donation to a charity of their choice on behalf of WHOOP and the PGA TOUR.
“We are excited to grow our partnership with WHOOP and utilize their health technology to optimize the way our athletes train, recover and sleep,” said Brian Oliver, PGA TOUR Executive Vice President of Corporate Partnerships. “Our athletes understand the importance of maintaining their health to ensure peak competitive performance, career longevity and overall well-being. The WHOOP Strap will help our athletes unlock actionable insights via physiological data to help them understand and prepare their bodies for competition. We’re eager to begin a first-of-its-kind activation at the TOUR that will incorporate player biometric data with defining moments from the golf course to create fascinating content for fans.”
With this announcement, WHOOP begins the new year building off of what was a stellar 2020 for the company. Besides announcing a massive $100 million Series E funding round that pushed its valuation over $1 billion, it also featured prominently in COVID-19 trials during the year, and in a recent study into the effects of psychedelic drugs.
The partnership with the PGA TOUR can trace its routes to the summer, when more than 1,000 members returning to play following a COVID-19 lockdown were given WHOOP wristbands to wear to monitor various biometrics.
“WHOOP has organically grown amongst the world’s best golfers for years and we are proud to take our relationship with the PGA TOUR and all athletes to the next level,” said Will Ahmed, WHOOP Founder & CEO. “This partnership is particularly new and innovative in that it will bring heart rate and other engaging physiological metrics directly into the fan experience.”