SBD/4/Sponsorships Advertising Marketing

DON'T WANNA DO IT, ANYMORE? NIKE TOUR COULD LOSE SPONSOR

     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).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug