SBD/January 24, 2012/Marketing and Sponsorship

New Callaway Ads Made With Help Of Justin Timberlake To Launch This Weekend

Callaway Golf uses Las Vegas as backdrop for latest ad campaign
Callaway Golf's new marketing campaign that entertainer Justin Timberlake helped craft "tees off this weekend," timed to coincide with the Farmers Insurance Open, according to Suzanne Vranica of the WALL STREET JOURNAL. The marketing effort features golfers such as Phil Mickelson and Annika Sorenstam using Callaway products to "perform jaw-dropping golf feats on the Las Vegas Strip." One TV ad shows golfer Alvaro Quiros "on a floating platform on the strip, hitting a golf ball 310 yards over the Bellagio fountain." In another, several golfers "hit balls from rooftop to rooftop along the strip," as helicopters "fill in for golf carts." Timberlake has been a "paid endorser for Callaway for several years but isn't in any of the new ads." Timberlake said, "We wanted to make a statement that was more rock 'n' roll." Vranica notes a surge of young players has "lately been getting attention on the PGA Tour," and Callaway is "hoping the ads will help it take advantage of that 'youth movement' and attract younger consumers." Vranica notes the company "reported losses in both 2009 and 2010 as well as for the first nine months of last year." It "reports fourth-quarter results on Wednesday, with losses expected to continue" (WALL STREET JOURNAL, 1/24).

CHIPS & PUTTS: Cobra Golf yesterday formally announced that it has signed Rickie Fowler as an endorser. Fowler will use Cobra's clubs, bag and a selection of accessories. Fowler signed with Puma Golf in '09 and will now represent the Cobra Puma Golf brand with both on- and off-course activations. He will be featured in upcoming marketing campaigns for both Cobra and Puma (Cobra Golf)....Golfer Colin Montgomerie is "returning to his equipment roots" by re-signing with Callaway Golf. Montgomerie left Callaway in '04 to play Yonex equipment (GOLF WORLD MONDAY, 1/23)....Callaway yesterday announced that it will be the official apparel provider for staff and volunteers of the '12 U.S. Amateur Championship (Callaway)....Adams Golf has re-signed Yani Tseng to a new two-year agreement (Adams Golf).
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