Peter Jacobsen SPORTS

What Peter Jacobsen SPORTS does

Peter Jacobsen Sports (PJS) is a full-service sports and entertainment marketing firm founded in 1988 by PGA TOUR professional Peter Jacobsen, headquartered in Portland, Oregon. The company specializes in golf-focused marketing services including sponsorship consulting, brand activation, event management, athlete/talent relations, fleet management, and team building programs. PJS serves enterprise clients across automotive (Lexus, Toyota), beverages (Ketel One Vodka), energy (Chevron), apparel (Nike), healthcare/retail (CVS Health historically), banking (Umpqua Bank), and software (Medallia), and operates at major championships across USGA, PGA TOUR, LPGA, and (since 2024) PGA of America properties.

The firm's service portfolio centers on recurring event management and activation engagements: The Lexus Cup, Club Ketel One PGA TOUR activations, Oregon Duck Invitational, B.U.L.L. Session, and The Langley, alongside the CVS Health Charity Classic (managed 1999-2017, raising $18M for New England nonprofits). The Lexus Fleet Management program coordinates logistics for roughly a dozen tournaments annually, while the Lexus Player Relations program has managed ambassador appearances since 2006 and is supported by a custom Ambassador Asset-Tracking System. The Major Champions Invitational, co-created with Faldo Enterprises, extends the offering into junior golf. No proprietary software platform or AI-driven technology is disclosed; the only custom technology is the Lexus asset-tracking system, which supports operational planning rather than algorithmic differentiation.

PJS operates as a B2B professional services firm with a core team of approximately 9-10 professionals. Revenue derives from consulting fees, event management and execution fees, fleet management services, and brand activation/hospitality programs under custom-quoted enterprise contracts averaging 10+ years per client. The go-to-market is relationship-driven, leveraging Peter Jacobsen's personal brand as a 7-time PGA TOUR winner and 50 years of TOUR contacts to acquire and retain corporate clients. Distribution is direct sales combined with on-site presence at major golf championships, supplemented by an organic social and website portfolio. The firm has produced 450+ events for 75+ clients over 35+ years and has raised more than $50 million for nonprofit organizations.

Name

Peter Jacobsen SPORTS

Legal name

Peter Jacobsen Sports, LLC

Website

https://peterjacobsensports.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Peter Jacobsen Sports is a Portland-based sports marketing firm founded in 1988 specializing in golf event management, sponsorship consulting, and brand activation. It serves enterprise clients including Lexus, Ketel One, Chevron, and Nike through long-term contracts averaging 10+ years.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Spectator Sports (71121)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sponsorship Sales, Valuation & Analytics Services (Rights Sales, Measurement, Consulting) (MPAKALAK)

akta.pro secondary industries

Professional Tour & Circuit Operators (MPAKADAA), Sports Brand Strategy & Creative Services (Design, Content, Social) (MPAKAKAF), Sports Business Consulting & Advisory (Strategy, Valuation, Due Diligence) (MPAKAKAL)

Keywords

• Sports marketing services
• Golf event management
• Brand activation services
• Sponsorship consulting
• Athlete relations management

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Sports Marketing and Sponsorship Consulting: Consulting fees for brand strategy, sponsorship activation planning, and sports marketing objectives development.
2. Event Management and Execution: Fees for managing golf tournaments, corporate events, charity functions, and brand activations. Includes full-service event design, logistics, and execution capabilities.
3. Fleet Management Services: Manages vehicle fleet operations for Lexus at golf tournaments. PJS coordinates logistics for roughly a dozen tournaments annually.
4. Brand Activation and Hospitality: Premium on-course hospitality programs like Club Ketel One that drive brand awareness and product sales for alcohol brands at PGA TOUR events.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Peter Jacobsen SPORTS is a full-service sports and entertainment marketing firm that provides sponsorship consulting, brand activation, event management, and athlete/talent relations services. The firm designs, manages, and executes golf tournaments, corporate hospitality programs, and brand activations for large corporate clients, golf properties, and nonprofit organizations, leveraging founder Peter Jacobsen's PGA TOUR reputation and network to deliver end-to-end event production.

Product overview

Peter Jacobsen SPORTS is a full-service sports and entertainment marketing firm founded in 1988 that specializes in sponsorship consulting, brand activation, event management, and athlete/talent relations. The company offers a portfolio of managed events and services organized around golf tournament management and hospitality. Core offerings include event production (Oregon Duck Invitational, The Lexus Cup, The Langley, B.U.L.L. Session, The Golf Party), brand activation programs (Club Ketel One), fleet and player relations management (Lexus Fleet Management, Lexus Player Relations), career development (Chevron Career Days), and past projects (CVS Health Charity Classic, Toyota Blue Gray, Nike NADTC Leadership Summit, Major Champions Invitational, Umpqua Bank Cup, Medallia Masters Experience). Supporting services include sponsorship activation, team building programs, collateral design, logistics, and marketing communications strategies. The company has produced over 450 events worldwide, worked with 75+ clients, and raised over $50 million for nonprofit organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Capabilities Services

Quantifiable outcome

• $50+ million raised for nonprofit organizations
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, minor and major.

• PGA of AmericacoreGTM or Marketing Partner · 1 January 2024Lexus partnership extended to include PGA Championship events through PGA of America. Fleet support provided at major championships.
• ChevroncoreStrategic or Co-development Partner · 1 January 2022Chevron Championship Leadership Forum and expanded Chevron Career Days during LPGA events. Two-day program: one for girls ages 12-17, another for female student-athletes from HBCUs. Hosted by Peter Jacobsen and Nancy Lopez.
• B.U.L.L. Session CharityminorStrategic or Co-development Partner · 1 January 2020Oregon's longest-running charitable golf tournament managed by PJS since 2020. PJS provides year-round leadership across event programming, fundraising, sponsor and participant experience.
• Northern California PGA FoundationmajorStrategic or Co-development Partner · 1 January 2019Engaged by NCPGA Foundation to support The Langley: A Tribute to Legends, an annual fundraising event benefiting PGA HOPE Northern California and The Jim Langley Fund. PJS partners to secure high-profile honorees and deliver seamless experiences.
• University of Oregon Duck Athletic FundmajorStrategic or Co-development Partner · 1 January 2019Reimagined Peter Jacobsen's Legends of Oregon fundraising tournament into the Oregon Duck Invitational. Grown from single-day tournament to multi-day program supporting University of Oregon athletics.
• Ketel One VodkacoreStrategic or Co-development Partner · 1 January 2009Club Ketel One experiential on-course bar activation program at PGA TOUR events to build brand awareness, increase on-course availability, and drive product sales. High energy lounge-like atmosphere at tournaments.
• USGAcoreGTM or Marketing Partner · 1 January 2006Through Lexus partnership, PJS manages fleet operations at USGA championships and events.
• PGA TOURcoreGTM or Marketing Partner · 1 January 2006Player relations management for Lexus golf ambassador appearances throughout the calendar year. Club Ketel One activations at PGA TOUR events.
• LexuscoreStrategic or Co-development PartnerLexus is a primary partner for multiple initiatives including fleet management (vehicle program for USGA, PGA of America, and PGA TOUR events), player relations (managing golf ambassador appearances since 2006), and The Lexus Cup dealer tournament. In 2024, partnership extended to PGA Championship events.
• The Jim Langley FundmajorStrategic or Co-development PartnerAnnual fundraising beneficiary of The Langley tribute event. Fund supports golf programs and related initiatives in Northern California.
• Monterey Peninsula FoundationmajorStrategic or Co-development PartnerBeneficiary of The Golf Party event along with Golf Diversity Program and First Tee. Foundation expands access, opportunity, and impact through the game.
• First TeemajorStrategic or Co-development PartnerYouth development organization benefiting from The Golf Party event proceeds. Focus on expanding access and opportunity through golf.

Scale indicators9 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Octagon: Global sports marketing agency with a strong golf practice (Octagon Golf) representing players, managing events, and executing sponsorship activation for major brands. Most directly comparable to Peter Jacobsen Sports given overlapping golf-tournament management, player relations, and brand-activation services.
• MKTG: Experiential and sports marketing agency delivering brand activation, hospitality, and event experiences for global brands. Directly comparable to PJS in on-site activation, sports-event execution, and corporate client services, with stronger technology/scale but less golf-specific depth.

Broad incumbents

• Legends Hospitality: Premium hospitality, sponsorship, and venue-services company co-owned by the Dallas Cowboys and Yankees. Comparable to PJS in premium sports hospitality and event execution, though it focuses on large venues (stadiums/arenas) rather than golf.
• GMR Marketing: Global experiential and sports marketing agency producing events, sponsorships, and brand experiences for major brands. Overlaps with PJS in event management and brand activation, but operates across multiple sports and at substantially larger scale.
• Wasserman: Large sports marketing and talent management firm offering athlete representation, brand consulting, and event services across multiple sports. Comparable to PJS in sponsorship activation and athlete relations but operates at much greater scale and across a broader sport portfolio.
• IMG (Endeavor): Global sports, events, and talent management company within Endeavor Group. Overlaps with PJS across golf-event management, player representation, and brand consulting, but operates at global scale across dozens of sports and entertainment verticals.
• CAA Sports: Sports division of Creative Artists Agency providing athlete representation, brand consulting, and properties/marketing services across major sports. Overlaps with PJS in athlete relations and sponsorship activation, but at significantly larger scale and with diversified sport exposure.

Emerging players

• Excel Sports Management: Athlete management and marketing agency with a notable golf roster and brand activation services. Comparable to PJS in talent/athlete relations and golf-event work, though its primary scale is in player representation rather than corporate event management.
• Catalyst Experiential: Boutique experiential marketing agency focused on golf and premium sports hospitality. Comparable to PJS in golf tournament management and brand activation for high-end clientele, but with a smaller portfolio and more regional footprint.
• Faldo Enterprises: Sir Nick Faldo's golf-focused design, hospitality, and event business. Directly comparable to PJS in that PJS co-produced the Major Champions Invitational with Faldo Enterprises; both operate golf-centric player-branded event IP and corporate hospitality programs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PJ_Sports
• YouTubeyoutube.com/user/PJSportsLLC
• Facebookfacebook.com/PeterJacobsenSPORTS
• Instagraminstagram.com/pj_sports
• LinkedInlinkedin.com/company/peter-jacobsen-sports-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peter Jacobsen SPORTS