Callaway has made some huge strides in the last couple of years, especially with its Chrome Soft balls and Epic drivers.
Now the company has made a statement about where it sees itself in the global golf pecking order by becoming an Official Partner of the European Tour.
The five-year deal stretches across the family of Callaway owned brands, and means Callaway becomes the official driver, golf ball, shoe and golf bag brand of the European Tour; Odyssey and OGIO become the official putter and luggage brands respectively; and Callaway Apparel, plus the new-to-Europe Travis Mathew brand, will be the official on-course apparel of the European Tour.
As well as Official Partner status, Callaway will also supply its market-leading Chrome Soft balls to driving ranges at European Tour events.
Callaway will also drive awareness of Odyssey, the No.1 putter in golf, through a “putting leaderboard” on TV broadcasts, which will showcase a new range of performance statistics at each European Tour event.
As part of the Official Partnership, Callaway will collaborate with the European Tour’s digital channels to create new content featuring the Callaway brands, products and their Tour professionals.
Neil Howie, President & Managing Director of Callaway Golf Europe, said: “Securing this important leadership position with such a forward-thinking and committed organisation as the European Tour aligns perfectly with our own business goals of making the game more enjoyable and accessible through market-leading innovation and superior product performance.
“Callaway continues to enjoy a very strong and loyal following among players on the European Tour, Odyssey has been the No.1 brand for more than 10 years and Rogue drivers were the No.1 model in play across 2018, and we are excited about the impact of our recently launched Epic Flash family.
“We also look forward to the many tournament, broadcast and content opportunities that this new partnership will bring.”
Keith Pelley, Chief Executive Officer of the European Tour, added: “We are delighted to have Callaway on board as an Official Partner for the next five years.
“It is really exciting to form a new relationship with a brand dedicated to producing not only high-performance golf products but also delivering unique and engaging content to golfers across the globe.”