Elite Sports Brands (ESB) has announced a renewed partnership with international golf, tourism and lifestyle PR and marketing agency Azalea to support the next stage of growth across its portfolio of golf brands.
The partnership will focus on IOMIC, VEGA Golf and the launch of ArkRoll putters, with Azalea providing social media, content creation and digital marketing support to build stronger digital presence and tell the stories behind the brands.
Recognised as the world’s third-largest golf grip brand, IOMIC has built a global reputation for its distinctive designs and pioneering elastomer technology. Known for its exceptionally low-torque performance and reputation as one of the straightest grips in golf, IOMIC combines feel, consistency and performance, with more than 500 professional tour wins worldwide.
Rooted in Japanese heritage and craftsmanship, VEGA combines traditional one-piece forging with precision engineering and contemporary design. Its latest product line has received multiple awards and takes bespoke fitting to a new level, giving golfers and fitters greater opportunities to achieve a truly personalised setup.
ArkRoll takes a different approach to putter design, challenging established ideas about setup and stroke mechanics. Demonstrating how the concept works in action will show how a different approach could transform their putting experience.
Elite Sports Brands’ wider portfolio also includes BagLab, Radius and Shimada, spanning golf accessories, equipment, components and performance.
Peter Lord, founder of Elite Sports Brands, said: “We have put a great deal of work into developing our products and building relationships with golfers, fitters and retailers. Each brand has its own story, and it’s important that golfers understand what goes into the products and how that makes an impact to their game.
“Azalea understands the golf market and brings the content and digital marketing expertise to help us bring the brands to life. This partnership gives us the support to reach more customers while keeping a clear focus on the individual needs of each brand.”
Azalea will work alongside the Elite Sports Brands team to build engaging content, stronger social communities and targeted digital campaigns.
The agency, which celebrates its 20th anniversary in 2026, works across the golf, tourism, leisure and lifestyle sectors, representing destinations, operators and performance brands worldwide.
Luke Frary, managing director of Azalea said: “There is plenty for golfers to discover across the Elite Sports Brands portfolio, from the materials used in an IOMIC grip to the forging of a VEGA iron or the innovative thinking behind an ArkRoll putter.
“Our focus is to make those stories clear and give golfers a reason to take a closer look. Working directly with Peter and his team will help us create content that answers customers’ questions and supports the people fitting and selling the products.”
Beyond its own brands, ESB also works with a broader portfolio of clients, developing and supplying white-label and bespoke product lines tailored to their individual requirements. This capability reflects ESB’s wider product development, sourcing and manufacturing expertise, enabling the business to support partners with solutions that sit behind their own brands.
See also the Premium Entry for Azalea in The Golf Owners Operators and Developers Directory
