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FedEx extends PGA Tour sponsorship by five years
MUMBAI: The PGA Tour and FedEx Corp. announced a five-year extension of the shipping giant‘s umbrella sponsorship of the FedExCup, effective 2013 through 2017.
The FedExCup, which fundamentally changed the PGA Tour structure by introducing a season-long competitive and promotional platform in 2007, will continue to offer $35 million in total bonus money to players based on their finish in the points standings, including $10 million to the winner.
Beginning in 2013, the four-tournament PGA Tour Playoffs for the FedExCup will be officially called the FedExCup Playoffs.
“Since its inception in 2007, the FedExCup has transformed the competitive landscape on the PGA Tour and significantly benefitted all of our stakeholders,” said PGA Tour Commissioner Tim Finchem. It makes every FedExCup event more meaningful, adding substantial value to our tournaments, title sponsors and television partners. Most importantly, the FedExCup offers our fans more ways to engage in our sport and get excited about our players week in and week out.”
FedEx has built advertising and promotional campaigns around its sponsorship of the FedExCup as well as creative activation surrounding the Playoffs. As part of the extension, FedEx will continue to advertise in PGA Tour telecasts and other media outlets and become further integrated into the PGA Tour‘s digital and global endeavors. FedEx also plans to continue its business-building initiatives at tournaments in key markets.
In addition to the FedExCup, longstanding involvement with FedEx and the PGA Tour dates back to 1986 when it became title sponsor of the FedEx St. Jude Classic. FedEx announced last May an extension of its tournament sponsorship through 2014.
FedEx expanded its involvement with the PGA Tour in 2002 by becoming an Official Marketing Partner and then added the FedExCup in 2007 with the original six-year agreement.
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
