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Online tee time provider GolfNow has reached a deal with Cleveland Golf / Srixon to be its first Official Loyalty Partner. The arrangement calls for the creation of GolfNow Rewards, which will see the equipment companies provide tee time incentives and exclusive offerings. According to GolfNow, which is owned by The Golf Channel, it has a growing community of more than 2 million avid golfers that access it to play golf.

"GolfNow's efforts to grow the game and progressive approach in communicating with golfers falls in line with Cleveland Golf / Srixon's business mindset," said Todd Harman, President Cleveland Golf / Srixon. "The opportunity to directly connect with millions of avid golfers who are passionate about the game of golf is truly exciting."

"Cleveland Golf / Srixon has been a loyal Golf Channel partner through its traditional on-air and online advertising and this opportunity will strengthen their connection to the millions of golfers who use GolfNow," said Jeff Foster, Senior Vice President of GolfNow's New Media Group in a prepared statement. "The partnership aligns Cleveland Golf's heritage in golf and passion for product innovation with our most dedicated golfers, who are now a part of our newly created loyalty program, GolfNow Rewards."

As the official sponsor of the GolfNow Rewards loyalty program, Cleveland Golf / Srixon said it will align its resources with GolfNow in a number of ways including providing free golf through GolfNow promotional codes, as well as exclusive offers on golf equipment, apparel and balls. Therefore, the more rounds a loyalty program member books through GolfNow, the faster rewards are earned, which is the key to the deal for the purposes of it being effective back to Cleveland Golf / Srixon. To date, the advertising featured on The Golf Channel for its online tee time portal has essentially been an awareness campaign attempting to stimulate players to access it the next time they decide to play. This arrangement between Cleveland Golf / Srixon should actually initiate and reward play and offers the Cleveland Golf / Srixon an opportunity to find incremental volume for its products.