SBD/30/Sponsorships Advertising Marketing

ON WITH THE SHOW, THIS IS IT: PGA SHOWS ITS STUFF IN ORLANDO

          Over 1,300 exhibitors will be in Orlando this weekend
     for the 45th PGA of America Merchandise Show, to be held at
     the Orange County Convention Center today through Monday.
     The show will utilize 1.1 million square feet, and is
     expected to draw over 50,000 (PGA).  With the industry
     consolidating, the big golf companies "are getting bigger,"
     and they, along with "a couple of outsiders," are "staking
     claim" to the growing women's and youth markets at this
     year's show, according to Ron Sirak of the AP.  Last year,
     the show resulted in "more than" $1.3B in golf industry
     sales (AP/DETROIT NEWS, 1/28).  iGOLF's Bill Binenstock
     writes that although youth and women will be the show's
     "buzzwords," the introduction of new drivers and irons "will
     take front and center ... as always" (iGOLF, 1/29).  Polo
     Ralph Lauren, Tommy Hilfiger and Hugo Boss will exhibit
     apparel for the first time at this year's show, which will
     include the first PGA Fashion Shows (AD AGE, 1/26 issue). 
     Titleist/Foot Joy will have the show's largest exhibition
     booth at 12,800 sq. ft., followed by Spalding and Nike
     (BRANDWEEK, 1/26 issue).  In Orlando, Jeff Babineau writes
     that one debut "expected to garner considerable attention"
     is that of CA-based Liquidmetal Golf, which touts "a new
     alloy ... that could be the industry's hottest material
     since titanium" (ORLANDO SENTINEL, 1/30).  THE DAILY will
     preview new products and apparel from the show next week.
          ADAMS FAMILY VALUES: Adams Golf is profiled by Chuck
     Stogel of BRANDWEEK.  CEO Barney Adams founded the company
     in '88, and by '96, with the introduction of the Tight Lies
     fairway woods, revenues had "skyrocketed" to $5M.  For '98,
     Adams is "projecting" sales of $60M.  The company's success
     with Tight Lies has been helped by a "solid trade push via
     telemarketing - not sales reps" and last year's infomercial,
     which "mined the medium for all it was worth."  Adams plans
     to continue its sales formula, as a new infomercial is "in
     the works" while the '98 ad budget "should surpass" $10M
     (BRANDWEEK, 1/2).  Adams bought a quarter-page ad in the
     WALL STREET JOURNAL's op-ed page for Tight Lies.  
          LOOKING AHEAD: BRANDWEEK's Stogel also listed ad
     spending for the top golf brands over the past two years.
     NOTE: '97 figures are through October (BRANDWEEK, 1/26). 

   
COMPANY '96
SALES
'96 AD
SPENDING
'97 AD
SPENDING
TITLEIST/FJ/COBRA
$677M
$40.8M
$34.8M
CALLAWAY
$466M
$14.5M
$15.2M
SPALDING/ETONIC
$361M
$19.9M
$22.1M
TAYLOR MADE
$251M
$13.3M
$17.2M
WILSON
$140M
$10.3M
$7.4M
MAXFLI/DUNLOP
$121M
$ 5.0M
$3.8M
PING
$115M
$ 8.7M
$8.1M
ARMOUR/ODYSSEY
$ 85M
$12.2M
$11.4M
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