Former Sky Sports’ golden girl Di Dougherty is lending her support to the European comeback of Lynx Golf. The accomplished presenter who MCee’d the 2010 Ryder Cup at Celtic Manor in Wales, and who has hosted live coverage of the European and PGA Tours has been appointed Ambassador to Lynx – the iconic brand of the nineties that had until recently virtually disappeared.
At the forefront of a campaign to rekindle the respect and affection for the brand that helped Fred couples win the US Masters in 1992 and Ernie Els capture the US Open two years later, Dougherty who is married to professional golfer Nick Dougherty has teamed up with luminaries from the world of rugby (and the dance floor) Austin Healey and Will Greenwood to assist its re-entry into the market and has recently completed filming a series of DVDs for Lynx where all three product test the ranges for the benefit of the club golfer. http://www.youtube.com/watch?v=hrjHfwYaLuY
Of her appointment Di said, “I am really thrilled to be involved in Lynx’s comeback. The company is investing heavily in product innovation to deliver competitive edge. Two incredible game-improving clubs for men and women will be launched mid-year; there are some very stylish clubs and bags for women in the pipeline, a Staff Player programme and beyond this, I will be appearing along with Austin and Will at a variety of golf events.”
Managing Partner Stephen Elford added, “Lynx clubs have always been known for their performance, technical innovation and ground-breaking designs and it will be no different this time around. Lynx has also been strong in the ladies market and the new products will really excite lady golfers, especially the favourite Tigress G range which we have great plans for. Di’s appointment and the use of brand ambassadors like Austin (who plays off 2 and who loves his custom fit set of Parallax) and Will, whose handicap is 10 and plays Black Cat Plus (our intermediate range), will enable us to relate directly to our market – club golfers.”
Joint Managing Partner Stephanie Zinser continued, “We are sure that Di, with her bubbly personality and intimate knowledge of and enthusiasm for golf will help us achieve our ambition to re-establish brand presence and market share – and return to the golden days when Lynx shared the stage with the leading manufacturers and the best players in the world.”
Lynx is owned by Charles Claire LLP and based in Cobham, Surrey. The company has also acquired the UK licences for Hippo and Meridian junior clubs.