The European Tour has announced that Callaway has become an Official Partner for the next five years.
Within this wide-reaching agreement across the family of Callaway owned brands, Callaway becomes the official driver, golf ball, shoe and golf bag brand of the European Tour; Odyssey and OGIO become the official putter and luggage brands respectively; while Callaway Apparel and Travis Mathew, will be the official on-course apparel of the European Tour.
As well as Official Partner status, Callaway will also supply its Chrome Soft Golf Balls to driving ranges at European Tour events. Callaway will also drive awareness of Odyssey through a ‘putting leaderboard’ on TV broadcasts, which will showcase a new range of performance statistics at each European Tour event.
As part of the partnership, Callaway will collaborate with the European Tour’s digital channels to create new content strands featuring the Callaway brands, products and their staff professionals.
The Official Partnership began at this week’s Abu Dhabi HSBC Championship – the first of eight Rolex Series event on the 2019 Race to Dubai.
Neil Howie, President & Managing Director of Callaway Golf Europe, said: “Securing this important leadership position with such a forward-thinking and committed organisation as the European Tour aligns perfectly with our own business goals of making the game more enjoyable and accessible through market-leading innovation and superior product performance.
“Callaway continues to enjoy a very strong and loyal following among players on the European Tour, Odyssey has been the number one brand for more than ten years and Rogue drivers were the number one model in play across 2018, and we are excited about the impact of our recently launched Epic Flash family. We also look forward to the many tournament, broadcast and content opportunities that this new partnership will bring.”
Keith Pelley, Chief Executive Officer of the European Tour, said: “We are delighted to have Callaway on board as an Official Partner for the next five years. It is really exciting to form a new relationship with a brand dedicated to producing not only high-performance golf products but also delivering unique and engaging content to golfers across the globe.”