Mar 23, 2011 at 09:53 PM
written by

Healthymagination To Headline GE's 3-Year PGA Tour Activation

GE and the PGA TOUR have announced their activation plans for a new three-year Official Marketing Partnership that will support GE's strategy for sustainable healthcare under the tagline "healthymagination." Healthymagination products, which are aimed at reducing costs, while promoting sustainable healthcare, will be showcased at eight PGA Tour events in 2011 -- on the course through on-site exhibition and for audiences watching PGA Tour events at home. As part of the deal, GE becomes the Official Medical Diagnostic Imaging Equipment Sponsor and Official Electronic Medical Records Management Solutions Sponsor of the PGA TOUR, Champions Tour and Nationwide Tour. Terms of the deal, which had been widely rumored throughout the Fall, were not released.

"The PGA TOUR is very excited to partner with GE and healthymagination," said Tom Wade, PGA TOUR chief marketing officer. "GE is a dynamic company that is bringing its innovation and knowledge to the PGA TOUR in an exciting, interactive way. We see this as an opportunity to educate both our players and our fans about their own health in a fun and creative way. We're grateful for GE's support of the PGA TOUR and look forward to working together in the coming years."

PGA TOUR members Jim Furyk and Sean O'Hair have joined GE as ambassadors for the healthymagination program. They will help activate the partnership with consumers and media.

"We are eager to partner with the PGA TOUR as well as Jim Furyk and Sean O'Hair as another step forward in our healthymagination commitment to deliver better health to more people," said Mike Barber, vice president of healthymagination. "Through the PGA TOUR sponsorship, GE will share high-tech innovations -- like ultrasound, MR and Lunar body composition testing -- with millions of consumers."

The GE Pavilion will be present at eight tournaments this season, beginning with this week's Arnold Palmer Invitational presented by MasterCard. The Pavilion will include:

  • Golf Swing Analyzer- Showcases the mechanics behind your golf swing, focusing on muscle use
  • Swing Upload Zone -- Enables uploading of fans' swing analyzer videos to Facebook and email
  • Body Composition Scanning -- Provides a body composition analysis on GE's Lunar technology
  • Healthy You-- Offers a self-guided educational experience that includes topics such as golf instruction, fitness and nutrition

    The GE Pavilion also will be present at the Wells Fargo Championship, Crowne Plaza Invitational at Colonial, AT&T National, The Greenbrier Classic, The Barclays, Deutsche Bank Championship and THE TOUR Championship presented by Coca-Cola.