Menu
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).

SBJ Morning Buzzcast: April 25, 2024

Motor City's big weekend; Kevin Warren's big bet; Bill Belichick's big makeover and the WNBA's big week continues

TNT’s Stan Van Gundy, ESPN’s Tim Reed, NBA Playoffs and NFL Draft

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with TNT’s Stan Van Gundy as he breaks down the NBA Playoffs from the booth. Later in the show, we hear from ESPN’s VP of Programming and Acquisitions Tim Reed as the NFL Draft gets set to kick off on Thursday night in Motown. SBJ’s Tom Friend also joins the show to share his insights into NBA viewership trends.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2012/03/23/Marketing-and-Sponsorship/Taylor-Made-Adams.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2012/03/23/Marketing-and-Sponsorship/Taylor-Made-Adams.aspx

CLOSE