For any host nation one of the main benefits of staging The Ryder Cup is the spur to local trade and businesses. For the Welsh Assembly and Ryder Cup Wales this was one of their top priorities right from the start of their bidding process back in 2001. The Ryder Cup has become a significant bi-annual booster to the golf trade and Welsh company, Asbri Golf has certainly capitalised on the biggest sporting event to ever be hosted within Wales.
The Caerphilly based accessory brand has quickly established itself in the golf industry and currently supplies over 600 golf clubs in the UK and exports to over 20 countries worldwide.
Two years ago, Asbri Golf won a licence to supply the Welsh market with a collection of Official Ryder Cup merchandise. Sales have been building steadily through Welsh golf clubs across the country and whilst sell-through of the products has been good in the run-up to the event, they reached a crescendo at The Celtic Manor Resort last week.
Sales & Marketing Director, Paul Williams, explains: “The wet weather obviously caused some problems on the course, but it certainly benefited us within the Merchandise Pavilion. Our Ryder Cup Collection has been very well supported through our stockists within Wales over the past year and we are sincerely grateful for their support. However, sales during event week have been truly unbelievable and we actually sold out of certain products during the practice days and by Friday evening our shelves were completely empty!”
Asbri’s Ryder Cup merchandise sales this year have equated to an extra 15% of additional turnover and the company is currently 43% up on 2009 sales. Impressive growth in such a difficult economic climate has seen the company relocate earlier this year to their new 8,000 square foot warehouse in Caerphilly and the benefits of being an Official Licensee to The 2010 Ryder Cup have reached far beyond the Welsh valleys.
Eryl Williams, Managing Director, said: “Our association with Ryder Cup has clearly promoted our brand to a global audience and given Asbri enormous credibility. Having now supplied products for the most prestigious tournament in World golf we are strongly placed within the industry and hopeful of securing future licenses. Indeed, earlier this year we supplied products for The US Open at Pebble Beach and are now an authorised vendor for the US Golf Association. Our success is down to a fantastic team of people within Asbri but we also have to highlight the invaluable support from so many parties, including Ryder Cup Europe, IMG, Ryder Cup Wales, Welsh Assembly and Visit Wales.”
Asbri Golf www.asbri.co.uk