World No. 1 women's golfer Lydia Ko signed a five-year deal with Parsons Xtreme Golf in which she will "wear a PXG hat and carry a PXG bag," according to Randall Mell of the GOLF CHANNEL. The company also signed Brittany Lang, Christina Kim and Ryann O'Toole as part of its "women's specific strategy" in '17. Ko was "formerly under contract with Callaway." She said that she "isn't required to use PXG as all 14 clubs in her bag, but she said she will do so, including a putter, though she hasn’t chosen the putter yet" (GOLF CHANNEL, 1/3). The four players join fellow PXG endorsers and LPGA members Cristie Kerr, Gerina Piller and Beatriz Recari (THE DAILY). Ko said that when she tried PXG equipment for the first time, she "felt a 'wow' factor, and it's quite forgiving and that's really important." Ko: "Even though it was a tough decision, hopefully I made the right one" ("Morning Drive," Golf Channel, 1/3).
HITTING FROM THE LADIES' TEES: FORBES' Erik Matuszewski reported PXG's strategy to focus on the women’s game this year is "designed to accelerate and capitalize" on growing its brand. The company is "trying to establish a foothold in some of golf’s expanding international markets," and the LPGA "has a bigger global footprint than the PGA Tour" in terms of the location of events. The strategy "doesn't necessarily preclude PXG from signing PGA Tour players," but it will get people "talking about the unconventional approach of a brand that sells a full set of clubs for upwards of $5,000." Additionally, sponsorship deals for LPGA players "are bound to be less than in the men’s game." Ko will bring an "added level of visibility to PXG" (FORBES, 1/3).
