Significance of golf marketing

Why is it so important that golf companies to have as many PGA Tour player's using their clubs? What does it do for the golf industry?

These questions can be answered with a simple and common answer. The laws of money. Competition between companies brings in money to them. When you watch ESPN or primarily the golf channel, you will notice all the advertisements for brands of golf clubs and apparel. This makes the viewer believe that one company is better than the other, or since this professional uses these clubs then I must. Since there are so many companies, and not every tour player uses only one specific ball or one specific driver, then there is not really a difference in performance from company to company.

One of the biggest marketing tricks performed recently in the golfing world was Rory McIlroy's switch to Nike from Titleist. This switch made it so that him and Tiger Woods were both with Nike, and that way the two best players in the world used the same brand. Tiger had pretty much built Nike's golf success by using their brand for a very long time and winning most of his tournaments while using them. Nike is starting to come out with some very good products, their resin golf balls (20Xi-X and S) have proven to be competitive with Titleist Pro-V1's and Taylormade Penta's and Lethal's. And their Method series putters have also shown to be as good as Scotty Cameron's or Odyssey putters. When Nike signed Rory they boosted well up in the golf business world, even our local golf courses put them on the racks. The new Covert driver by Nike has become a huge success taking much of the spin off of the tee. Their products have seemed to become better, and much more recognizable now that they have both Tiger and Rory working for them. When a company sign's PGA Tour professionals to their label, they start to get more and more business because if those pro's are switching then I probably should as well.

A fast rising company in the world of golf is Adams. They are a company who has had some success over the years, but it has been mostly with players from other companies using their hybrids, and not all of their clubs. Adams has also found a lot of success on the Champions Tour, and not so much the PGA Tour, but they are quickly rising. Adams has just recently signed multiple time major champion Ernie Els, and now that they have the "Big Easy" their products are looking good for everyone. Some pro's like Aaron Baddely and Robert Garrigus have used Adams products for a few years now, but they are starting to make a footprint on the tour, and that has caused a big increase in sales. Many of the stores did not used to carry all of the Adams lines, but now you can find pretty much all of their clubs wherever you go.

Their is a big competition in the golf markets to sign PGA Tour professionals. This will make your company more popular and increase sales.