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Marketing and Sponsorship

TaylorMade-Adidas Looks To Use Adams Golf To Continue Recent Gains

TaylorMade-adidas Golf has “clearly been gaining market share against its rivals,” announcing that Q1 sales surged 32% percent to $508M compared with the prior year, according to Mike Freeman of the SAN DIEGO UNION-TRIBUNE. This “raised a few eyebrows” as golf has been “a stagnant business for years, with few new players taking up the game to spark growth.” TaylorMade-adidas Golf President & CEO Mark King said of the growth, “I think one of the things we have done since the fourth quarter (of) 2008 when the world became kind of afraid, we have gotten more aggressive. While a lot of our competitors and a lot of industries are contracting and cutting expenses and doing those types of things that make your business shrink, we have been investing because we believed we could steal market share and grow.” TaylorMade in March acquired Adams Golf, and King said of the brands coming together, "We sell a lot of products to people who aren’t zero to four, but the voice of the company and the inspiration for products comes from [the] zero to four handicap golfer. Adams Golf, although they make products for tour players, the focus of their company isn’t the top of the playing pyramid. It’s the middle of playing pyramid. So when we put these brands together, we [are] going to talk about how we have the number one brand in golf, TaylorMade, and we have the number one friendliest brand in golf, Adams” (SAN DIEGO UNION-TRIBUNE, 6/2).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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