Viktor Hovland confirms multi-year deal ahead of new PGA Tour season

Viktor Hovland has inked a contract extension with J. Lindeberg. 

Hovland has been part of the Swedish clothing company's family since 2019. 

Ahead of the new PGA Tour season, which kicks off in Hawaii with The Sentry, the Scandanavian brand have confirmed Hovland has extended their partnership with the golfer for another three years.

Update:

• Viktor Hovland is playing in the PGA Tour's Sentry event despite freak injury in the bedroom

This week, Hovland will be debut J. Lindeberg's PS25 collection.

Hovland said: "J.Lindeberg has been with me through some of the biggest moments of my career.

"And I'm proud to continue representing a brand that feels like a natural extension of who I am — bold, innovative, and deeply connected to its Scandinavian roots."

He added: "What I love most about J.Lindeberg is how they push boundaries — not just in the way golf is played but in how it's presented to the world. 

"Their commitment to performance and style is something I’ve always connected with."

Hans-Christian Meyer, the CEO of J. Lindeberg, said: "Viktor has been a natural part of the J.Lindeberg family for years, and we couldn’t be more excited to continue this incredible partnership. 

"His achievements on the global stage and his ability to represent both the boldness of our brand and the essence of our Scandinavian heritage make him a true ambassador for what we stand for. 

"We look forward to pushing the boundaries of sport and style together in ways that redefine what's possible on and off the course."

Viktor Hovland Q&A with J. Lindeberg

Can you tell us a little about how this partnership with J.Lindeberg came to be? What drew you to partner with them? 

VH: I've been with J.Lindeberg for over five years and it's always felt like a natural fit. It's a brand with a deep Scandinavian heritage, that's also famous for pushing boundaries through the mix of style and performance, and innovation and tradition, which resonates with me personally and professionally. Their vision and our shared values align with how I approach both golf and life. 

What does it mean to you to represent a brand like J.Lindeberg? 

VH: Representing J.Lindeberg means being part of a brand that values both heritage and forward-thinking design. Their dedication to precision and pushing boundaries mirrors the way I approach my game, so it's a partnership that feels both authentic and meaningful. 

How does this collaboration align with your personal brand and values? 

VH: I’ve always valued authenticity and quality in everything I do. Staying true to myself while continuously improving is key, and J.Lindeberg shares that same philosophy. Their innovative designs and bold vision align with my focus on precision and pushing limits on and off the course. 

How do you balance performance and style when it comes to your wardrobe choices, both on and off the course? 

VH: I prioritize functionality on the course, but I also value looking sharp. J.Lindeberg offers that, giving me the performance and confidence I need during play, and also the style I want off the course, which makes it easy to transition between the two. 

How do you envision incorporating J.Lindeberg into your everyday wardrobe, both for golfing and casual wear? 

VH: Their versatile designs are a good fit into my daily routine. I have a pretty active lifestyle, and whether I'm practicing, competing or taking it easy, J.Lindeberg's collections suit all aspects of my life. 

How important is fashion to you personally, and how does it help you express yourself? 

VH: While performance is my focus, fashion allows me to express my personality. It’s another way to show my mindset and style both on and off the course. J.Lindeberg’s designs let me feel prepared for anything, reflecting my approach to life and golf. 

How do you think fashion and sports intersect, especially in the world of professional golfers today? 

VH: Fashion and sports are more connected than ever. In golf, what you wear is part of the game's tradition and evolving style. J.Lindeberg bridges the gap between classic and contemporary, contributing to this ongoing evolution. They were one of the very first to inject more bold style to the course and have kept on doing it for almost 30 years now. 

Do you see this partnership evolving into something larger? 

VH: I'm excited about the future and how we can continue to grow together, and I look forward to continuing to grow alongside J.Lindeberg. Together, we find new ways of pushing boundaries and inspiring confidence in players who want to express themselves both on and off the course.

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