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Callaway becomes official partner to the European Tour

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Neil Howie, President and Managing Director, Callaway Golf EMEA and Keith Pelley, Chief Executive, European Tour confirm Callaway as Official Partner to the European Tour for five years / Image from Getty Images

The European Tour has announced Callaway, the leading golf brand, as an Official Partner for the next five years.

Within this wide-reaching agreement across the family of Callaway owned brands, 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 Golf Balls to driving ranges at European Tour events. Callaway will also drive awareness of Odyssey, the number one 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 strands featuring the Callaway brands, products and their Staff Professionals. It’s no wonder then that Neil Howie, President & Managing Director of Callaway Golf Europe is so excited about the partnership.

“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,” said Howie.

“Callaway continues to enjoy a very strong and loyal following among players on the European Tour, Odyssey has been the number one brand for more than ten years and Rogue Drivers were the number one 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.”

While Keith Pelley, Chief Executive Officer of the European Tour was also understandably pleased to strike the deal
“We are delighted to have Callaway on board as an Official Partner for the next five years,” said Pelley. “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.”

Established in 1982 by the late Ely Callaway, the brand has a rich heritage of investing in European golf, and boasts major-winning Staff Professionals at the pinnacle of the sport, including Sergio Garcia, Henrik Stenson and Danny Willett. We wish both Callaway and The European Tour a fruitful five-year partnership.

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