Global Edition

Sumitomo unveils golf brand restructure in US

2.01pm 5th April 2022 - Corporate

Srixon, Cleveland Golf, XXI0 are to come under the umbrella of Dunlop Sports in North America following a major realignment of its golf brands by parent company Sumitomo Rubber Industries (SRI).

Currently operating as Srixon/Cleveland Golf/XXIO, SRI’s North American sales company, Roger Cleveland Golf Company, will now be doing business as Dunlop Sports Americas.

Based in Japan, SRI manufactures tyres, industrial products and sports equipment with nearly $8 billion in yearly sales revenue. The alignment of golf and racket sports branding in North America will spotlight the global scope of Dunlop’s business.

“With a proud, rich history, Dunlop has long been a leader in sports innovation and quality,” said Scott Carlyle, Dunlop Sports’ senior vice president of global marketing. “Building on Dunlop’s existing awareness and brand strength, we wanted to align the branding of the US sports business to be consistent with our other top strategic regions, including Japan and South Korea. Over time, we expect sports enthusiasts worldwide will recognize Dunlop as a mark of performance, quality, and innovation, and more easily recognize the vast resources, influence, and scope of our global sports business.”

In 2017, SRI added the Dunlop brand to the sports category in North America through an acquisition. Carlyle added: “With global synergy now possible, the common and consistent use of Dunlop branding will allow for better recognition of the global scale of the sports business. Srixon, Cleveland Golf, and XXIO golf brands will retain their current identities, branding, and positions in the market under Dunlop Sports Americas corporate brand.”

Beginning at this week’s Masters Tournament, the Dunlop logo will appear on tour, including on the back of the headwear of defending champion Hideki Matsuyama and all tour players contracted for headwear. Srixon and Cleveland Golf will continue to feature on tour, with Srixon remaining the primary brand on staff bags and headwear.

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