How Zyrtec Is Marketing Allergy Relief Through Its PGA TOUR Partnership

As the PGA TOUR season ramps up this spring, so does another familiar presence on the course: allergy season. To address that overlap, Zyrtec has partnered with the PGA TOUR as the league’s first sponsor in the allergy relief category.

The partnership is built on the timing between peak golf season and the height of spring pollen levels. According to Kenvue, which owns Zyrtec, 85 percent of PGA TOUR players experience allergies while competing, alongside millions of fans who spend hours watching tournaments outdoors.

In its first year, the brand plans to focus on in person experiences at five PGA TOUR tournaments in 2026. Activations will include a “Pollen Putt Putt” challenge and a space called “The Relief Zone,” designed to highlight the connection between allergy relief and time spent on the course.

Zyrtec will also build a digital and social content program around two PGA TOUR players who experience allergies themselves. Two time tour champion Akshay Bhatia and rising player Neal Shipley will appear in campaign content discussing how they manage symptoms while competing during the spring portion of the season. The financial agreement between all parties was not disclosed.

Jenn Lovell, Commercial Head, US Allergy, Kenvue, said the campaign reflects the growing opportunity for healthcare brands in sports marketing. Participation and viewership around golf have expanded significantly in the past decade beyond Millennials, Gen X, and Boomers. Industry estimates suggest that more than one third of the U.S. population over the age of five played, followed, read or listened to golf related content in 2025.

“We view this partnership as a long-term commitment, with a goal of deeply embedding Zyrtec within the golf community and culture,” said Lovell. “We believe in the power of this partnership to connect with consumers in a meaningful way, and we are committed to nurturing and growing this relationship in the years to come.”

Ad spend for the campaign will focus on television, YouTube and social media. Television placements during PGA TOUR broadcasts are intended to reach audiences already engaged with the sport, while digital platforms are expected to extend reach and drive real time engagement around tournaments and brand activations. It is not clear on how much the brand allocated its marketing budget for this campaign.

The partnership aims to shine light on the environmental conditions golfers face during competition. A typical round lasts four to five hours, often in areas with elevated pollen levels during the spring months. Lovell said research conducted with the PGA TOUR found that a large majority of players report dealing with allergies during the season, though the number of players surveyed was not disclosed.

“The rise in the sport, allows us to connect with a growing community of fans and empower them to enjoy the sport they love, without allergy symptoms getting in the way,” said Lovell.

The move comes as more brands look to tap into golf’s expanding audience. Recent brands that did this are 3M Open and Five Iron Golf as they recognize the sport is attracting the Gen Z crowd.

John Tanner, Global Director at Chase Design Group, said Zyrtec’s partnership with the PGA TOUR represents a strong example of contextual brand alignment. The collaboration connects the brand with an outdoor focused audience for whom seasonal allergies are a common experience. Tanner added that incorporating professional golfers and fan activations at live tournaments creates opportunities for social engagement that extend beyond the course.

“The real opportunity ahead, however, lies in scaling this thinking to the broader world of outdoor sports,” said Tanner. “By bringing female golf pros into the fold and expanding into spring sports like baseball and soccer, Zyrtec can evolve from a golf sponsor into the definitive brand of the outdoor sports season.”