Imperial renews partnership with Watson Links

Imperial, a provider of golf headwear, has renewed its partnership with Watson Links, a nonprofit golf mentoring organization founded by eight-time major champion Tom Watson. The continued partnership supports Watson Links’ mission to make golf mentoring more accessible while helping young golfers build confidence, character, and a lifelong connection to the game.

The partnership brings together two organizations with a shared commitment to growing the game of golf. Through Watson Links’ mentor-driven programs, junior golfers ages 10-18 are paired with vetted adult mentors for free, on-course golf experiences designed to build relationships and life skills alongside a love of the game.

As part of the partnership, Imperial provides hats to Watson Links participants, giving junior golfers and mentors premium headwear to wear during their on-course experiences. The partnership previously expanded through the “Hats Off to Helping Others” campaign, which provided Imperial hats to mentors and junior golfers at 21 Watson Links locations across the country.

“At Imperial, we believe that golf is about more than performance — it’s about character, community and tradition. Supporting Watson Links allows us to help build a stronger future for the game together,” said Jerry Biag, director of marketing at Imperial.

The continued partnership comes as Watson Links enters a period of significant national growth. In 2026, the organization expanded its Playing Partner network to 51 partners across 55 cities in 23 states, more than tripling its 2025 reach. Through its growing network, Watson Links continues to create opportunities for young golfers to experience the game alongside supportive adult mentors.

For Imperial, the partnership is said to represent another way the brand is investing in the future of golf while staying connected to the traditions that have shaped its identity for more than a century.

“The partnership reflects a shared belief that growing golf is about more than getting people onto the course. It is about creating meaningful connections, providing access, and giving the next generation the opportunity to learn, compete, and grow through the game,” stated the company in a press release.