August 14, 2024
J.R. Smith has just landed another partnership deal with a well-known lifestyle brand. This time, the opportunity not only helps him score more time on the golf course, but it's also something fans can enjoy.
The two-time NBA champion turned D1 golfer has teamed up with High Noon, golf course beverage staple and official spirits-based hard seltzer of the PGA of America, for the first-ever "High Noon Pro-Am" contest.
The contest is giving one golf fan and two friends a chance to tee it up with Smith for nine holes while also being outfitted with new golfwear from the High Noon-TravisMathew collection.
For the popular beverage label, the promotion creates a way to stay connected to younger audiences, especially as golf culture modernizes. For Smith, a North Carolina A&T senior, it's another example of how he is elevating golf partnerships with major lifestyle brands.
In January 2023, the Par 3 Podcast host signed a multi-year contract with Oakley. Nine months earlier, Smith became the first male golfer to sign an NIL deal with Lululemon.
"We're excited to elevate a day on the golf course for our fans, and who better to do it with than JR Smith as the host of our inaugural 'High Noon Pro-Am,'" said Brandon Lieb, Gallo's VP of Spirit.
Not usually a drinker, Smith admitted that after first trying High Noon, he was hooked. "I was like, 'This is f***ing amazing,'" he said in an interview with Kicks on SI. "Once we started the collab and working on things in the community, which I'm really excited about, it just made it that much easier for me."
Fans can enter the contest by commenting on Smith and High Noon's Instagram post, sharing how a round of golf with J.R. and a cold High Noon would elevate their game, style, and hard seltzer experience. The contest ends on August 28.
