While watching the 2012 Tavistock Cup on the Golf Channel a few weeks ago, I noticed only a few key sponsors for this charity event. Other than the support from the four ultra-excusive country clubs — Albany, Isleworth, Lake Nona, and Queenwood — a select group of holes were also sponsored by four major luxury brands. These were Audemars Piguet,  Audi, Nautique Boats, and Sentient Jet, the last of which I had limited knowledge about and thus began to research.

Sentient Jet, a luxury charter jet group based in Weymouth, MA employs over 200 people and continues to grow. Their sponsorship of the Tavistock Cup isn’t necessarily groundbreaking in any way. But creating an affiliation between Sentient and some of golf’s biggest names: Els, Woods, Donald, and Bubba Watson is a smart and easy way to elevate the brand.

Of course, they aren’t the only fractional jet brand sponsoring a golf game. FlexJet and NetJets each have an affiliation with one golf event or another. In fact, NetJets has affiliations with big names in tennis (Federer), baseball (L.A. Dodgers), and even skateboarding (Tony Hawk). Plus, they were a major sponsor of the recent Art Basel Miami Beach show, one of the most acclaimed events for both established and up-and-coming artists.

Because of that last affiliation, we may have to give NetJets the Blue Ribbon for Coolness.

How do you feel about sponsorships? Outside of the jet world, what are some of the best matches you’ve seen amongst luxury brands?