Watson Links and Imperial Team Up to Launch “Hats Off to Helping Others” Campaign Celebrating Golf Mentorship
Kansas City, MO – Watson Links, the nonprofit golf mentoring organization founded by legendary golfer Tom Watson, is excited to share more details about its partnership with Imperial, the leading name in golf hats since 1916.
The two organizations first teamed up in 2024 and expanded their partnership in 2025. This year, Watson Links mentors and junior golfers at its 21 locations across the nation will receive free Imperial hats – bringing quality, pride, and style to mentor-driven, on-course experiences.
The “Hats Off to Helping Others” campaign is at the heart of this partnership. It honors those who share their love of golf by mentoring the next generation. The simple act of removing a hat and shaking hands after a round symbolizes the respect and gratitude at the core of the game. Through this campaign, Watson Links and Imperial are helping supporters give back—showing that real success in golf, and in life, comes from helping others along the way.
The campaign will feature mentor-driven social media videos and storytelling. Imperial will be offering a unique discount code to imperial1916.com for Watson Links juniors, mentors and supporters to use through March 31, 2026.
Tom Watson, a longtime wearer of Imperial hats, expressed his enthusiasm for the partnership:
“It’s an honor to team up with Imperial—a company that’s been a steward of the game for over a century. Their hats have been part of my own journey in golf, and I’m proud that our mentors and juniors will now wear the same symbol of tradition and excellence. Imperial’s styles, both timeless and modern, reflect the diverse future of golf. Together, we’re tipping our hats to those who give back and help pass on the game’s most important values.”
Jerry Biag, Director of Marketing of Imperial echoed the sentiment, underscoring the company’s dedication to preserving and growing the game through meaningful partnerships:
“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. We’re proud to see our hats worn by mentors and juniors alike as they tee it up together and have fun.”
See the first video of the four-part series on Instagram, Facebook and YouTube. The remaining videos will be released throughout July on Watson Links and Imperial accounts.
About Watson Links
Founded by golf legend Tom Watson, Watson Links champions on-course play and golf mentoring. As a golf mentoring advocacy and consultancy group, the non-profit drives meaningful connections between young golfers and experienced volunteers through its various initiatives. The program promotes on-course experiences designed to foster mentorship, build character, and grow a lifelong love for the game. During the 2025 golf season, Watson Links is bringing its unique mentorship-based model to more than 20 markets across the United States. Learn more at watsonlinks.org and follow the organization on Instagram, Facebook, LinkedIn and YouTube.
About Imperial
Imperial is a consumer apparel brand founded in 1916 with design, marketing, manufacturing,and distribution capabilities. Imperial sells its products into several markets, including the direct-to-consumer (DTC), golf, corporate, and supply chain channels. Customers include the U.S.Open, PGA Championship, Open Championship, Ryder Cup, Presidents Cup, and Solheim Cup. Imperial also has manufacturing and licensing relationships with Nike, Peter Millar, Tommy Hilfiger, Vans, Adidas and many other global brands.
Imperial products can be found at all Top 100 and over 75% of the Top 400 golf courses in the United States and has been voted the #1 headwear brand for private and resort golf facilities for eight consecutive years by the Association of Golf Merchandisers (AGM) and reported as the “#1 headwear brand in the combined on and off course retail golf channels” by Golf Datatech. Imperial is also proud to fund the Imperial Foundation, a separate philanthropic organization committed to the growth and vitality of sports, especially the game of golf and those who support it, as well as the overall health and well-being of the people in the communities Imperial serves.
For further information please visit imperial1916.com. Follow Imperial on Instagram at @ImperialHats.