SBD/March 23, 2012/Marketing and Sponsorship

TaylorMade's Acquisition Of Adams Golf Part Of Industry's Consolidation Trend

TaylorMade-adidas' purchase of Adams Golf marks "yet another chapter in the disappearance of independent golf companies as Adams becomes the latest of nearly a dozen brands in the past 15 years to relinquish sovereign ownership," according to Gene Yasuda of GOLFWEEK. But consolidation "hardly means irrelevance." TaylorMade President & CEO Mark King said, "The combination of our brand and Adams in the middle really allows us to compete in all segments." The addition of Adams Golf should enable TaylorMade-adidas to "resonate more in the seniors' and women's markets, which have embraced Adams' game-improvement products." King: "We had a set called the Miscela, specifically for women, but when you don't market it aggressively ... it's just kind of an add-on, that's kind of what you get as a result. That's why (Adams) is very appealing to us, because they're in the sweet spot of a group of consumers that we don't really appeal to today." Meanwhile, TaylorMade plans to "tap its international business infrastructure to grow Adams' sales" (GOLFWEEK, 3/23 issue).

MR. BRIGHTSIDE: In Jacksonville, Garry Smits notes equipment companies “sometimes come out with attention-getting bags for their PGA Tour staff pros in the spring,” as was seen by Srixon pros at this week’s Arnold Palmer Invitational. These bags “are brighter than bright, neon-yellow colored bags [that] contrast sharply with the emerald-green fairways.” In the past, companies such as TaylorMade-adidas “brought out distinctive bags for the major championships,” but the company's staff bags this year “are downright dull compared to Srixon's, which were unveiled for one tournament only at last year's PGA Championship.” Srixon sponsored golfer Rod Pampling said, "They're easy to spot. I really like them." Srixon Media & Public Relations Manager Keith Patterson said that the bags were introduced “to promote the Tour Yellow Ball” (FLORIDA TIMES-UNION, 3/23).
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