Viking Named Official Cruise Line of PGA TOUR Through 2030

Viking has signed a new multi-year marketing partnership with the PGA TOUR that names the cruise operator the Official Cruise Line of the PGA TOUR and PGA TOUR Champions through the 2030 season, with promotions set to run across TOUR media and digital channels.

The companies described the agreement as a brand-awareness campaign, rather than an operational collaboration tied to ship deployment or onboard programming, and said the first wave of placements will roll out across PGA TOUR-owned platforms as the campaign gets underway. Financial terms were not disclosed.

What the PGA TOUR partnership includes

The deal covers both the PGA TOUR and the PGA TOUR Champions, expanding Viking’s visibility across two of the TOUR’s marquee properties. Viking will be promoted through media and digital placements on PGA TOUR platforms under the Official Cruise Line designation.

• Designation across two tours: Viking will be promoted as the Official Cruise Line of both the PGA TOUR and PGA TOUR Champions under the same agreement.
• Media and digital placements: The activation is structured around brand visibility across PGA TOUR-owned channels and placements.
• Term through 2030: The companies said the multi-year arrangement runs through the 2030 season.
• No disclosed financial terms: The information released about the partnership did not include financial details.

How Viking and the PGA TOUR framed the audience fit

Richard Marnell, Viking’s executive vice president of marketing, said the partnership aligns with guest interests. “We are very pleased to be the Official Cruise Line of the PGA TOUR and PGA TOUR Champions,” Marnell said. He added, “Both golf and travel are important priorities in the lives of many Viking guests,” calling the partnership “a natural fit.”

Marnell also linked the deal to Viking’s broader sponsorship approach, saying it “builds on our continued commitment to support cultural programming and events.”

Dan Glod, PGA TOUR executive vice president, corporate partnerships, said the agreement is aimed at connecting Viking with the TOUR’s fan base. “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,” Glod said. He added, “A universally recognized leader in the industry, we’re proud to partner with Viking,” and pointed to the company’s focus on travel experiences that appeal to players and fans.

A broader sponsorship slate: sports, youth development, and culture

The PGA TOUR agreement adds to a roster of high-profile partnerships Viking has supported in cultural programming and events. The company’s partnerships have included institutions such as the Los Angeles Philharmonic, the British Museum, and the Metropolitan Opera, alongside collaborations cited with Norway’s National Museum (Nasjonalmuseet).

In Norway, Viking has also entered a long-term agreement with the Norwegian Football Federation (NFF) that makes the cruise operator the official sponsor of the National Team Academy (Landslagsskolen) and Norway’s U-level national teams for at least the next five years. The collaboration has been presented as the “Future Vikings” program.

Torstein Hagen, Viking’s chairman and CEO, said the effort is intended to back player development. “The National Team Academy gives committed players the opportunity to further develop their skills, and it is fantastic to contribute to the nurturing of our next generation of stars,” Hagen said. The academy focuses on developing players ages 12 to 16, and has been cited as part of the pathway that has shaped players including Erling Braut Haaland and Ada Hegerberg.

Karl-Petter Løken, general secretary of the NFF, described the agreement as providing continuity for the program. “The partnership creates a stable, predictable framework for the program in upcoming years,” Løken said. The U-level national teams span a youth pathway through age 23, described as starting from age 14 for girls and age 15 for boys.

Fleet milestones and a hydrogen fuel-cell ship planned for the Norwegian Fjords

Alongside its marketing and sponsorship activity, Viking has highlighted fleet growth and technology initiatives. In a 2025 year-end reflection, Hagen said the company is preparing to add Viking Libra, described as the world’s first cruise ship partially powered by hydrogen fuel cells, a capability intended to enable zero-emission operations in the environmentally sensitive Norwegian Fjords.

“From the very beginning, we’ve designed our ships thoughtfully to reduce fuel consumption and harmful emissions. The Viking Libra reinforces our commitment to sustainability,” Hagen said.

The company has also marked delivery of its 100th vessel, a milestone tied to the delivery of Viking Vesta, described as the 12th ocean ship in Viking’s fleet, earlier this year.

Itineraries, bookings, and Norway port calls

Viking, founded in 1997, operates river, ocean, and expedition itineraries. The company has also pointed to continued destination expansion, including plans to introduce new river cruise itineraries in India in 2026 as part of its broader portfolio.

On demand, Viking has said bookings remain strong for future voyages, with more than 70% of its 2026 inventory already sold.

In Norway, Viking has described regular cruise operations across 12 Norwegian ports, including Kristiansand and Honningsvåg, alongside its cultural partnerships and sponsorship activity in the country.

Frequently Asked Questions (FAQs)

How long does Viking’s partnership with the PGA TOUR last?

The agreement runs through the 2030 season and designates Viking as the Official Cruise Line of the PGA TOUR and PGA TOUR Champions for the duration of the term.

Will the PGA TOUR partnership change Viking itineraries or ship operations?

The information released about the deal describes a marketing and brand-awareness campaign with media and digital placements on PGA TOUR platforms; it does not include changes to itineraries or fleet operations.

What is the purpose of Viking’s sponsorship of Norway’s National Team Academy?

The sponsorship supports the National Team Academy (Landslagsskolen), which focuses on identifying and developing players ages 12 to 16, and it also backs Norway’s U-level national teams through age 23 (described as starting from age 14 for girls and age 15 for boys).

What makes Viking Libra unique?

Viking Libra is described as the world’s first cruise ship partially powered by hydrogen fuel cells, with technology intended to enable zero-emission operations in the Norwegian Fjords.

How booked is Viking for 2026?

Viking has said more than 70% of its 2026 inventory is already sold.