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At the end of February, Bose Corporation made some noise by getting into golf. The company inked a deal with then world #1, now #2, Rory McIlory to be one of its guys. Now the company that prides itself on reducing noise, if not canceling it, has decided to invest more into golf with an intriguing deal. 

The PGA TOUR and Bose Corporation have a three-year sponsorship agreement for category rights in China, (yes China!) marking the first official corporate sponsorship the TOUR has made with exclusive rights outside the United States. The Bose Shanghai-headquartered subsidiary joins the TOUR’s Official Marketing Partner program and has been granted designations as Official Home Theater Systems, Home Audio Systems, and Headphones of the PGA TOUR and Champions Tour in China. What that amounts to, I have no idea!

As an official sponsor, Bose will have the right to use the PGA TOUR and Champions Tour logos in China to promote products in China, Hong Kong, Taiwan and Macau. While golf is making in roads into China through staging professional events, its unknown why the company would require the assistance of the PGA TOUR to get its message heard?

“We are extremely excited to announce this historic sponsorship that gives Bose exclusive rights in China while further expanding the PGA TOUR brand in the Chinese marketplace in association with a company that has an impeccable reputation for quality,” stated Tom Wade, PGA TOUR Global Commercial Officer in a press release. “The PGA TOUR is a very well-respected brand in Greater China,” said Joel Tzo, General Manager of Bose Greater China. “Our focus is always on innovation, and this initiative is a new and exciting way to reach more people with the benefits of our products.” 

In a country known for counterfeiting and knock offs, which many could argue is ingrained into its culture; this “partnership” is rather unique. It remains to be seen whether others will echo Bose’s sentiments with category rights for China?