February 5, 2013, 10:49 AM

The PGA Tour tees off with a new e-commerce site operator

The pro golfers’ association now sells online via PGATourSuperstore.com.

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The PGA Tour has put its e-commerce operation into the hands of PGATourSuperstore.com, an online and store-based retailer of golfing supplies. PGATourSuperstore.com will serve as the official online store of PGA Tour Inc., a professional golfers’ association that organizes a series of men’s golf tournaments. All web traffic to the Shop section of PGA Tour web site, Shop.PGATour.com, will now divert to PGATourSuperstore.com.

The PGA Tour Superstore, which until this deal was not associated with the official PGA Tour, runs 16 physical stores in the United States and an e-commerce site that until recently was operated by anundisclosed third-party, says a PGA Tour Superstore spokesman. All orders from the site will be fulfilled by PGATourSuperstore.com at its warehouse in Duluth, GA.

“The PGA Tour golf website is the top destination for golf fans around the world and we are very excited about this element of our partnership,” says Dick Sullivan, president and CEO of PGA Tour Superstore. “We have invested in an entirely new e-commerce infrastructure that will enable us to bring the great customer experience and the great product selection we offer in our stores online.”

The site allows shoppers to search for golf gifts by price, buy gift certificates and browse manufacturer promotions. Also, orders will be shipped to more than 200 countries, as both the PGA Tour and PGATourSuperstore.com says there is significant international demand for golfing apparel and supplies.

In August 2012, TeamFanShop.com Inc., a unit of Fanatics Inc., announced a similar type of agreement with another professional golfing association, the PGA of America, to power its e-commerce operation. The PGA of America is a separate organization from the PGA Tour that focuses on teaching golf and expanding the sport’s reach, while the PGA Tour is an organization of professional golfers. Shop.PGA.com is now run by Fanatics, No. 46 in the Internet Retailer Top 500 Guide.

The 29 sporting goods e-retailers in the Internet Retailer Top 500 Guide grew combined online sales to $2.56 billion in 2011, a 12.8% increase compared with $2.27 billion in 2010.

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