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SBD/4/Sponsorships Advertising Marketing
DON'T WANNA DO IT, ANYMORE? NIKE TOUR COULD LOSE SPONSOR
Published October 4, 1995
Nike is reportedly "reevaluating its involvement with golf." Sources report that Nike's "incentive poll for LPGA players is being eliminated; Nike is looking to buy out current deals with Nike Tour players; and the shoe company's support of college golf teams is being cut back." GOLF WEEK reports Nike is also "losing interest in its sponsorship of the Nike Tour, which may take the name of an auto company in the not-too distant future" (GOLF WEEK, 9/30 issue). ADD THE INTERNET TO GOLF MARKETING MADNESS? Golf equipment companies will expand their "advertising and marketing horizons" in '96, according to Steve Pike in the current issue of GOLF WORLD. After watching Callaway Golf "raise the stakes" in '91 by pouring millions into the advertising and marketing of their Big Bertha metal woods, the "golf industry hasn't been the same since." Now, companies see a "wide variety of options" to get their message across, including the Internet. Tommy Armour Golf and Odyssey Golf have sponsored Web sites, with their cost per year "equivalent to no more than two advertising pages in a major golf publication." John Krzynowek, Tommy Armour's Dir of Marketing: "Very inexpensive. You can get 600,000 or 700,00 hits a month ... it's getting very good activity and it's only going to grow." Taylor Made spent $15-18M on advertising this year and is expected to nearly double that next year, including their own Web site on November 1. Wally Uilhein, CEO & Chair of Titleist and Foot-Joy Worldwide, believes TV is "going to continue to play a larger role in equipment and ball advertising campaigns," but he also "isn't about to sell print advertising short" (Steve Pike, GOLF WORLD, 9/29 issue). PING ALSO RE-EVALUATING: John Solheim, who succeeded his father as President of Karsten Manufacturing Co., is interviewed in the latest GOLF WORLD. On marketing the company, which includes the Ping line, differently, Solheim says "we've been spending the dollars but we haven't been effect with the way we've been spending them. We're re-evaluating where we are (GOLF WORLD, 9/29 issue).