Deuce, a Black-owned golf lifestyle brand specializing in premium headwear and accessories for golfers, recently announced a new partnership with NBC Sports Group’s GolfNow. As part of NBC Sports Digital & Consumer Businesses’ new Diversity Supplier Program, Better Together, Deuce will become one of the first Black-owned brands under this new initiative.
Entrepreneur Tarek “Ty” DeLavallade founded Deuce in 2019. Today, the company designs and produces a stylish collection of golf hats, belts, gloves, and signature weekender travel bags. Based in Windermere, Florida, Deuce also specializes in the cigar lifestyle for golfers, offering pouches, humidors, and other accessories for enthusiasts.
This exciting news announcement comes on the heels of Deuce’s recent partnership with PGA Tour Superstore, expanding the Deuce brand footprint across 19 PGA Tour Superstores in the U.S. PGA Tour Superstore is one of the largest retailers in the golf industry, with more than 40 locations in 16 states. Deuce is also the first Black-owned golf lifestyle brand to have its products sold at PGA Tour Superstores.
“Within golf’s $85 Billion Industry, the number of successful golf-centric companies owned by people of color is close to a dozen, however growing quickly. The opportunities as an accessories and soft goods manufacturer are huge. Still, for Black-owned companies, it has been a barrier to entry for many and continues to be,” said Tarek “Ty” DeLavallade, Founder and President of Deuce Premium. “This is a big win and opportunity for our team to customize hats and other accessories for GolfNow.”
“We’re proud to be taking another positive step with Deuce through Better Together,” said Jerramy Hainline, Senior Vice President and General Manager, GolfNow. “Establishing vendor opportunities like this through GolfNow’s supplier diversity program helps promote innovation, drives competition, and provides more available channels of commerce for minority- and women-owned businesses.”
DeLavallade said that being chosen as a diversity supplier for businesses within NBC Sports Group will give his company access to decision makers, tour events and GolfNow partners, who will become more familiar with the Deuce brand. “In many industries like technology, consumer products, healthcare, construction, and engineering supplies, diversity is key in awarding small to large contracts,” he said. “In golf, however, that doesn’t seem to be a thing.”