One of golf's best-known brands Srixon has agreed a three-year deal to sponsor the PGA Play-Offs.
It's a significant development for the tournament which determines the number one ranked PGA professional in Britain and Ireland and also offers leading finishers a gateway to European and Challenge Tour events.
Although only launched in 2006 the end-of-season play-offs have become an instant hit pitting the best 21 players from across GB&I against each other over 36 holes of stroke play.
In addition to the prize money the big incentive for competitors is entry to four of Europe's biggest events - the BMW PGA Championship, Celtic Manor Wales Open, Barclays Scottish Open and European Open.
Gary Marks from the PGA's South Region won the inaugural event at Woodhall Spa while this week Midlander Paul Streeter (Southwell GC) lifted the crown at Notts Golf Club.
Qualification for the play-offs is achieved by finishing in the top three of one of the PGA's seven regional Order of Merits which annually see more than 1,500 pros competing in nearly 50 tournaments.
PGA chief executive Sandy Jones has targeted making the play-offs a season-ending showcase for the country's best players and admitted Srixon's sponsorship was a huge boost for the tournament.
"The play-offs give our leading players a fantastic playing opportunity and the backing of Srixon has enhanced the event even further," he said.
"Srixon enjoy a great reputation and standing in golf and we are delighted to welcome them on board as a sponsor and with their support we look forward to making the PGA Play-Offs an end of season showpiece for our top players."
Leslie Hepsworth, UK and Europe Sales Director for Srixon, said the sponsorship was part of the company's long-term strategy to become the number one ball in golf and also in recognition of the influence enjoyed by PGA professionals in the game.
"PGA professionals bring considerable influence to bear on their members and other golfers that they come into contact with in their regions," he said.
"We want to ensure that we acknowledge the part they are playing in our ongoing success and what better way than to develop a long term partnership with the PGA, to run alongside our official ball sponsorship of the PGA's of Europe."
Srixon has consistently been the number two golf ball brand in the UK market at retail audit and enjoys a brand share of nearly 17 per cent.