Richard Barker, executive director of business development, PGA
Tell us about your role at the PGA and what sort of partnerships you look to generate?
As executive director of business development, I lead our commercial, media, communications, and PGA Tournament operational teams, ensuring our commercial activities support our members while delivering meaningful value to partners. We don't simply look for sponsors, we seek partners who understand the vital role our PGA members play in growing the game and want long-term collaborative relationships rather than transactional arrangements.
What criteria do you look for when looking for a new commercial partner - what do they need to bring to the table?
PGA' Richard Barker (centre) presenting Silverhand Estate prizes to the winners of the 2025 PGA Inter-County Championship
As a members’ association, our members always come first. When evaluating prospective commercial partners, we look for those who can deliver real, authentic value to our members’ personal and professional lives.
However, creating mutual benefit is equally important. It’s not just about how they can support us, but how we can add value for them through our brand, tournaments, media, and collaboration across our network. Finding the right fit on both sides is a key part of the framework we apply to every potential partnership - an approach that’s helped us build and maintain such a broad and long-standing portfolio of partnerships.
Why was it important for you to have a UK/ English wine partner?
As the world’s first Professional Golfers’ Association, established in the UK in 1901 and about to celebrate our 125th year in 2026, we’ve always looked to champion excellence within the British industry, and English wine is a real success story here. Partnering with a UK producer allows us to offer something local and premium to our members and wider audiences.
We also run hundreds of tournaments each year through our PGA National Tournament schedule, and with approximately 6,500 PGA members across the UK, winning one of our national finals is a significant achievement.
It was important for us to work with a UK partner who could help our members mark those moments properly - with a product truly synonymous to celebration moments.
What was it that drew you to MDCV UK - what characteristics did they have that you found attractive?
What really stood out was their ambition. MDCV UK is committed to building a sustainable, long-term business model, which is evident in how they’re investing in expanding their vineyards and prioritising sustainability.
From our very first discussions, they talked to the importance of quality, local products, and working closely with partners that they were passionate about- values that are synergistic of our own relationship approach.
Why did they stand out versus other potential English wine partners?
The PGA was attracted to MDCV UK and Silverhand Estate thanks to the company's ambition to be a leader in sustainability
There are some excellent English wine producers, but Silverhand Estate stood out for a few clear reasons.
They are ambitious about growing the category, but without losing sight of quality and heritage - something that aligns closely with how we approach our role within the game of golf.
They also showed a real passion for the game and a genuine interest in supporting our members, coupled with the right level of resource and willingness to really bring the partnership to life.
What does the partnership entail?
As a PGA National Tournament Partner, Silverhand Estate exclusively supplies its range of English wines across selected PGA tournaments and events. PGA members also benefit from exclusive offers and discounts on their products.
Now over a year into our new tournament strategy at The PGA, Silverhand Estate has played a key role in helping us bring this vision to life - supporting a refreshed approach that includes new tournament formats to inspire more PGA members to engage with competitive golf.
How has it gone so far - any particular achievements to mention?
It’s been a strong first phase, with the ‘Silverhand Estate Challenge’ standing out as a great example of the partnership in action. Run at every National Tournament Final, it’s a one-hole challenge played on the course’s signature hole. The player with the lowest average score on the Silverhand Estate Challenge hole across the duration of the tournament takes the win, along with a presentation of Silverhand Estate wine.
It’s an activation that’s been extremely well received by players - adding an exciting new element to the tournament delivery. The branding on the challenge hole gives Silverhand Estate strong visibility, presence, and innovative exclusivity that is seamlessly integrated into the professional tournament setting.
In May this year, we also hosted the prestigious Senior PGA Professional Championship at Moor Park Golf Club, where members stayed on site and came together to celebrate with a glass of Sparling Silverhand Estate wine. The wine tasting reception was very well received, bringing players together and elevating the event in a memorable way.
These are just a few great examples of our partnership’s success to date.
Any learnings from the partnership that you can take to improve how you work together going forward?
We’ve seen how important it is to get the product in front of people - or as Silverhand Estates say, “liquid on lips.” Always-on visibility through our tournaments and media is a vital piece of the partnership puzzle, but it’s those on-the-ground moments that can make the biggest impact.
Silverhand Estates are extremely agile - supporting us beyond their core tournament involvement, from providing the drinks reception at The PGA Lunch at The Grosvenor House Hotel to working closely with our commercial Partners and PGA Branded Property network at our annual partners events at Slaley Hall, Northumberland and Aphrodite Hills Resort, Cyprus.
Any particular Silverhand wines that personally stand out to you?
I would have to make special mention of Silver Reign – it’s a personal favourite. Winning a PGA tournament is a huge achievement, and it’s great to be able to raise a glass with a sparkling wine that feels just right for celebrating that. There’s something about it that really fits those special moments.
I’m also a huge fan of the Silverhand Chardonnay, so choosing a favourite is no easy task.
Is there anything further you wish to add?
I would say the partnership has already brought some great successes, and we’re really excited about what’s next. Beyond that, we simply enjoy doing good work with good people - and Gary Smith (chief executive of MDCV) and Emma Clark (marketing director of MDCV) are a great example of that.
Silverhand Estate truly shares our ambition to grow the game and deliver exceptional experiences, so looking ahead, there’s a lot of opportunity to build on what we’ve started.
Emma Clark, marketing director of MDCV UK
Why did you want to get involved in sports sponsorship?
As a fast-moving and agile business, we thrive on energy, teamwork, and performance - qualities that are deeply embedded in the world of sport. Getting involved in sports sponsorship felt like a natural extension of our brand values.
It not only resonates with our internal culture but also aligns strongly with the interests and lifestyle of our wider consumer base. Sport offers a powerful platform to connect, inspire, and engage in a way that’s both authentic and impactful.
Why did you choose to be involved with golf and the PGA?
Our partnership with golf and the PGA is built on a shared appreciation for the outdoors, the landscape, and the lifestyle that surrounds both our worlds. Just as golf courses are carefully curated spaces that celebrate nature and heritage, our vineyards are rooted in the English countryside - crafted with care, sustainability, and a deep respect for the environment.
MDCV UK see the PGA sponsorship as a great opportunity to build on and promote its Drink English message
The PGA’s commitment to conservation and landscape awareness aligns seamlessly with our own values, especially through our Drink English ethos, which champions local provenance, quality, and a connection to place.
We also see a strong overlap in audience: golf appeals to a demographic that values authenticity, experience, and refinement - qualities that define our brand.
At the same time, we’re excited by the PGA’s ambition to broaden the sport’s appeal and engage younger audiences. As an innovative and forward-thinking business, we’re proud to support that journey and bring fresh energy to a sport that reflects our values and vision.
What are you hoping to achieve with the partnership?
Through this partnership, we’re aiming to build deeper connections with the PGA’s engaged member base and the wider golfing community - from golf clubs themselves to everyday players. Golf offers a unique opportunity to bring our wines into a setting that values quality, tradition, and experience.
Being associated with such an iconic British institution is a genuine honour. It reflects our commitment to excellence and reinforces the trust consumers place in our products.
We also see this as a chance to further champion our Drink English message - celebrating provenance, sustainability, and innovation - while aligning with the PGA’s own efforts to evolve the sport and welcome a broader, younger audience.
How has it gone so far?
We are coming to the end of our second year of partnership with the PGA, and it’s been a journey of growth and learning. Building on the foundations laid in our first year, we’ve evolved our approach to create more meaningful opportunities for PGA members to engage with the Silverhand brand.
This year, we introduced the Silverhand Challenge at several national tournaments, giving golfers a chance to experience our wines in a fun and memorable way.
We also brought our presence to life at the Cornish Festival with our signature horsebox bar and continued to offer exclusive promotions and experiences for both partners and members throughout the season.
Our partnership with the PGA has not only deepened our connection with the golfing community but also delivered tangible results - most notably securing listings at prestigious venues such as The Belfry and The London Club.
We’re proud to see our wines increasingly associated with such a respected British institution, reinforcing both the quality of our products and the strength of our brand within this influential audience.
What lessons have you learnt to take the partnership forward into the upcoming tournaments?
MDCV UK is delighted about the impact the PGA sponsorship has had for its Silverhand Estate brand in the two years the sponsorship deal has been running
As we head into our third year of partnership with the PGA, we’re building on valuable insights from the past two years. We’ve learned the importance of creating authentic, engaging touchpoints with the golfing community - whether through events, exclusive offers, or on-the-ground presence.
This year, our focus will be on deepening our visibility and impact across both regional and national tournaments, while continuing to grow our presence within golf clubs and among everyday golfers.
We aim to further embed Silverhand within the golf club ecosystem, strengthening our visibility and reinforcing our position as a premium English wine brand.
How did you choose which wines to include in the partnership?
This partnership represents a natural alignment between two likeminded organisations. It has allowed us to showcase the full breadth of our wine portfolio to PGA members - from our flagship and limited-edition KYNG to our accessible and award-winning Silver Reign Brut.
At the heart of our message is a clear ambition: to ensure everyone has the opportunity to Drink English. Our range is designed to appeal to all wine drinkers - from the curious novice to the seasoned connoisseur - reflecting both the quality and inclusivity of our brand. Through this partnership, we’re proud to bring that message to life within a community that shares our values of excellence, heritage, and innovation.
Has it encouraged you to think of other commercial tie-ins for the brands?
We continually evaluate our brand strategy to ensure our partnerships reflect both our values and our target audience. For Silverhand, this means seeking out likeminded organisations - such as the PGA - where our brand can resonate meaningfully with the end consumer.
Silverhand Estate is now the official English sparkling wine of Fulham Football Club
Our partnership with the PGA has not only strengthened our presence within the golfing community but also opened doors to new opportunities. Most recently, we’ve partnered with Fulham Football Club as their official English sparkling wine, marking a significant step in expanding our reach across key sporting audiences.
These two flagship partnerships - golf and football - reinforce our commitment to encouraging consumers to Drink English, while positioning Silverhand as a premium, accessible choice across diverse lifestyle and leisure sectors.
Is there anything further you wish to add?
We’re proud to continue growing our partnership with the PGA, which has delivered strong engagement and brand alignment over the past two years. The response has been overwhelmingly positive - not only from those within the golfing community, but also from audiences outside the sport who recognise the natural synergy between our two organisations.
This collaboration has helped reinforce our Drink English message and position Silverhand as a premium, trusted brand within a respected British institution. With momentum building and new opportunities emerging, The Future is Sparkling!
* MDCV UK is a commercial partner to The Buyer. You can find out more about the business here.
