Most Appropriate Sponsorship in Professional Golf History: Is This It?

Golfer Andrew Johnston is returning to action at the Investec South African Open Championship after a long layoff, and has secured new sponsorship deals with events and hospitality business Jenahura and steakhouse chain Gaucho, with their logos to appear on his tour bag and apparel respectively for the 2024 DP World Tour campaign.

At Glance

‣ Andrew Johnston, a popular golfer, is returning to action at the Investec South African Open Championship after a long layoff. This coincides with his new sponsorship deal with events and hospitality business Jenahura and Gaucho restaurants, a popular chain of steakhouses.
‣ As part of the sponsorship deal, the logo of Jenahura will appear on Johnston’s tour bag and Gaucho will appear on the left sleeve of his apparel for the 2024 DP World Tour campaign.
‣ Johnston, who has been dealing with a recurring hand injury, is hopeful that this new deal and his return to action will help him get his career back on track.
‣ The sponsorship deal is seen as a perfect match, given Johnston’s nickname “Beef” and Gaucho’s status as a steakhouse chain. This partnership is expected to bring fun and excitement to Beef fans over the coming season.

It’s a week of golf comebacks. Tiger Woods and Will Zalatoris are back in action after long breaks at the Hero World Challenge. But they’re not the only ones making a comeback. Andrew Johnston is also returning to the greens at the Investec South African Open Championship.

Johnston, 34, is making his first start since his T38 finish in January’s Dubai Desert Classic. And he’s not coming back empty-handed. He’s got a new sponsorship deal that’s just perfect for him.

The Englishman has teamed up with events and hospitality business Jenahura. They’ve agreed to sponsor him. But that’s not all. They’ve also brokered a sponsorship deal for him with Gaucho restaurants. This popular chain of steakhouses seems like a match made in heaven for the man known as “Beef”!

As part of the deal, Jenahura’s logo will grace Johnston’s tour bag. Gaucho’s logo will be on the left sleeve of his apparel for the 2024 DP World Tour campaign. Johnston, who made headlines with his eighth-place finish at the 2016 Open, is thrilled. He said, “It’s been a tough few years. I’m delighted that Jenahura is ready to sponsor me and help get my career back on track. I’ve been working really hard and have a great team to help me achieve my goals.”

Maryn Norris, Managing Director of Jenahura, is equally excited. She said, “We are thrilled to sponsor Andrew. He’s an exceptional talent who’s battled back from adversity and injury. I truly believe he can fulfill his potential and achieve great things as a world-class tournament professional golfer. Plus, he’s a terrific guy and a perfect brand ambassador for Jenahura.”

Martin Williams, CEO of Gaucho, is also looking forward to the partnership. He said, “This is a perfect partnership. Andrew embodies professionalism, personality, quality, and of course, beef! We look forward to having a lot of fun with Beef fans over the coming season.”

This sponsorship deal is quite fitting. It reminds us of another golfer’s sponsorship last year. Party-loving two-time Major winner John Daly and his son signed with US restaurant chain Hooters.

Johnston had hoped to return to action at last week’s Joburg Open. However, a recurring hand injury delayed his comeback. Now fit and with a new deal, we hope this week marks the start of a return to the form that made him a crowd favorite at Royal Troon seven years ago.