The news: AbbVie struck a multiyear deal to become the PGA Tour’s official pharma sponsor. The partnership includes Birdies for Brain Health, an initiative that will raise awareness and generate donations for migraine, mental health, and Parkinson’s disease advocacy groups based on birdies made at signature golf events.

Zooming out: The deal expands AbbVie’s sports sponsorship beyond its role as the official sponsor of Major League Baseball.

It also joins a growing group of pharma companies using major sports partnerships to build corporate and health awareness. Among them are Novartis, which became the NFL’s first corporate pharma partner in March 2025, and Eli Lilly, a summer and winter Olympics’ Team USA sponsor since 2021.

Why it matters: The PGA Tour gives AbbVie access to an older audience while offering a natural setting for messages about health and longevity. Fifty-two percent of PGA Tour’s digital audience is 55+, per the PGA Tour. Golf is also a sport people continue to play later in life, giving Birdies for Brain Health a connection to both the sport and AbbVie’s neuroscience portfolio.