Discover The Ultimate Travel Experience: Viking Cruise Line Joins Forces With PGA TOUR

Published on January 9, 2026

Viking Cruises has announced a new partnership with the PGA Tour. Viking Cruises will be the official cruise line of the PGA Tour and PGA Tour Champions for the next seven years, through 2030. The PGA Tour will create new digital and media content for Viking Cruises to help grow brand recognition. Viking Cruises will continue to provide global travel services to the culture and sports-loving community.

Viking Cruises will provide global travel services to the culture and sports-loving community. The PGA Tour will provide Viking Cruises with the brand recognition and value in excellence they seek within the travel industry. The collaboration will help provide Viking Cruises with the PGA Tour’s extensive and loyal customer base.

Strengthening Viking’s Brand Presence

Viking’s new role as the official cruise line of the PGA TOUR means that two positively associated and strong brand names can now work together to elevate marketing efforts and bookings. Viking’s Executive Vice President of Marketing stated that the new collaboration was a natural fit as both golf and travel are passion points for avid PGA TOUR fans and Viking’s Guests. As the official cruise line for the PGA TOUR, Viking can take advantage of the PGA TOUR’s global reach and promote its cruises to golf fans. Because Viking provides golf cruises, it is now able to add value to the brand partnerships by helping Viking Travel promote their cruises to golfers. PGA TOUR fans can now experience Viking’s brand as the official cruise line for the PGA TOUR. This collaboration will elevate Viking’s brand as providing enriching travel.

Viking was established in 1997 and has grown to become one of the largest travel operators in the industry. Its fleet of over 100 ships travels to all seven continents and 21 rivers, as well as five of the world’s oceans. Viking has a commitment to travel that is culturally enriching and destination-focused. This has earned them the loyalty of a multitude of passionate travelers. This collaboration with the PGA TOUR provides Viking with the opportunity to reach its passionate travelers.

Viking’s Involvement in Cultural Events and Programming

Viking Cruises excels in Cultural Programming that goes beyond luxury cruising. The company develops enriching partnerships with leading organizations, including the Los Angeles Philharmonic, the British Museum, and the Metropolitan Opera. Recently, Viking forged its first long-term sponsorship with the Norwegian Football Federation, becoming the primary sponsor of Norway’s U-level national teams and the National Team Academy.

Viking’s most recent partnership with the PGA TOUR is emblematic of Viking’s holistic approach to travel, which supports the PGA TOUR in promoting travel that is experiential and culturally immersive. By partnering with the PGA TOUR, Viking further strengthens its brand values and commitment to experiential travel.

How the Partnership Enhances the PGA TOUR Experience

From the PGA TOUR perspective, the partnership with Viking enables them to anchor their business with a world-class leader in the travel industry. THE PGA TOUR Executive Vice President of Corporate Partnerships stated that he was pleased to bring Viking to their clientele, providing access to a travel company with a long and rich history in world cruise travel and a reputation for quality. With this partnership, Viking Travel benefits by providing the PGA TOUR with a cruise line that is a perfect fit for their clientele (i.e., Viking is aligned with the quality and cultural enrichment in travel that their clientele seeks).

This partnership seeks to provide unforgettable moments to golf enthusiasts by combining Viking’s luxury cruises with PGA TOUR events. For Viking, this partnership offers the first opportunity to access a market that matches their clientele’s love for luxury and exclusivity.

Both brands gain a lot from this as well

In this case, Viking will receive a lot of brand exposure from Viking’s presence on media and digital placements, as well as from live Viking broadcasts and social media from the Viking PGA TOUR. This opportunity will enhance brand visibility for Viking and promote its culturally inspired travel offerings. In addition, Viking’s participation in the PGA TOUR events will enhance Viking’s brand promise of providing exquisite travel experiences and help golf fans travel for culturally enriching experiences.

For the PGA TOUR, this partnership provides a premium cruise line to broaden its global footprint and helps the PGA TOUR’s vision to create a positive impact on fans, partners, and communities around the world. With the collaboration of both brands, this partnership has the potential to enhance and elevate the experience for fans on and off the golf course.

Looking Toward Continued Collaborative Efforts

Viking has a contract with the PGA TOUR until 2030, although they may continue to work together in other areas during this time. Because of Viking’s brand of developing one-of-a-kind travel experiences and the marketing of such travel, discerning travelers in search of personalized and enriching journeys have come to consider Viking their “go-to” travel provider. Viking has established itself as a leader in experiential travel, partnering with the PGA TOUR to further enhance that status.

In the future, this partnership will bring new and exciting opportunities, especially for golf and travel enthusiasts. Being the PGA TOUR’s official cruise line, Viking will continue to provide quality travel experiences to its guests.

Conclusion: A Partnership Built for Excellence

The Viking Cruises and PGA TOUR partnership is a new and exciting time for luxury travel and sports. It’s the Vikings’ first time working with the PGA TOUR and PGA TOUR Champions. They are positioned as the luxury travel specialists, which drives Viking’s commitment as a cultural and destination travel provider. Viking and the PGA TOUR are brand partners for the first time. With both high prestige and quality expectations as a provider, they are pioneers shaping the future of sports and travel. Eliminate travel barriers and immerse yourself at the PGA TOUR events with Viking Cruises. They will enrich the lives of a new audience.