TaylorMade also receives podcast ad reads and social media post sponsorships. TaylorMade also sponsors a long-drive hole at each Barstool Classic golf tournament, an amateur golf series held at various spots across the country. Having a presence across so many platforms “just made sense” for TaylorMade, he said.Īs part of TaylorMade’s deal, all members of the “Fore Play” podcast play the brand’s clubs.
#Ifactor course full#
Ryan Lauder, TaylorMade director of consumer engagement, said its deal makes full use of the “Barstool empire,” incorporating the “Fore Play” podcast, blogs and social media abilities. The company’s other ambassadors from sports and entertainment include quarterback Aaron Rodgers, actress Kathryn Newton and former soccer player Gareth Bale.
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TaylorMade uses its relationship with Fore Play to highlight its vast professional lineup of athletes, which includes PGA Tour players Scottie Scheffler, Rory McIlroy and Tiger Woods, and LPGA players Nelly Korda and Brooke Henderson. “So the number of ways you can communicate with passionate golfers has exploded and now the challenge is, how can we identify the right ones and how can we make sure that we’re not duplicating our spending or duplicating our communication.” “Now if you’re trying to serve the consumer, you’ve got ‘OK, what am I doing on my social channels? What am I doing on Instagram? What am I doing on YouTube in terms of how am I even driving that audience?’ “The best players in the world winning with your product is always going to be critical,” said Nick McInally, Callaway vice president of global marketing. Meanwhile, Barstool Sports Fore Play remains with TaylorMade in a partnership that began in 2021.ĭavid Paro, a veteran marketer and current head of global marketing for MoneyGram, said using the media sites, their popular podcasts and active social media presence give the manufacturers “broader credibility” and acceptance in the golf landscape.įor companies like Callaway, it’s all about driving home consistent messaging across platforms that can deliver a different set of consumers. No Laying Up announced a presenting sponsorship with Titleist parent company Acushnet at the start of the year, as did Good Good Golf with Callaway Golf. Checking the scorecard since the start of the year, three of the largest golf original equipment manufacturers now have key partnerships with some of the leaders in the new golf media landscape.
Traditional golf brands are using nontraditional media platforms to engage with consumers. Good Good Golf turned to Callaway to build and scale the upstart brand, while industry veteran Callaway gets an opportunity to reach a new audience.
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