SBD/11/Sponsorships Advertising Marketing

JUST BECAUSE THEY ENDORSE THEM DOESN'T MEAN THEY USE THEM

     Many golf professionals who endorse club brands use
different brands in tournament play, creating a situation where
"what you see is not always what you should believe," according
to Jeff Rude in the DALLAS MORNING NEWS.  Several PGA Tour pros,
including Davis Love, Fred Couples, Ben Crenshaw and Greg Norman,
use different clubs than they endorse.  Lanny Wadkins, who
endorses Founders Club irons: "The comment I make in the
commercial is based on my experience of hitting that iron.
Nowhere in there does it say I'm using it."  Rude notes that
"much of the misleading marketing" is due to the different needs
of pros on tour versus the amateurs which buy the clubs.  Rude
notes that deals "now usually require a player to carry a minimum
of eight of its clubs."  Wadkins says players "are trying harder"
to play with equipment they endorse, and "companies seem to be
cracking down more" (DALLAS MORNING NEWS, 5/10).
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