August 6th, 2013 by Tyler Pringle
Majors aren't just the biggest tournaments of the year for tour pros- they're also an huge marketing opportunities for equipment and apparel manufacturers.
When heading into major championships, tour pros are meticulous about their shot preparation and game plan for a particular venue. For product manufacturers, that same level of preparation goes into what the players wear throughout the tournament. With all the media attention that major championships offer, these tournaments in particular are a great platform for companies to promote their latest and greatest offerings.
Although manufacturers want to showcase their products, helping players perform at their best is the primary goal. “Athletes have the final say in what they wear, ” said Davide Mattucci, Senior Manager, Global Product Marketing at Adidas Golf. “Some guys don’t want a certain color, some have specific wants in terms of styling, some like their stuff to fit differently than others. It’s all personal preference. For us, our athletes are an extension of our brand, so it makes perfect sense to put them in product we’re proud of; and since they’re the inspiration for everything we build, it generally works out pretty seamlessly.”
Promoting the latest offerings from the brand and improving player performance are only part of the story. Oftentimes, putting these products into the hands of the tour pros is a great way to help create buzz and excitement in the general public before the products are even available.
“In some cases scripting has a direct effect on sales and a good example would be what we did for this year’s Masters. Our e-Commerce site was flooded with orders for what our guys were wearing at the tournament because it was featured so prominently,” Mattucci said.
A boost in sales isn’t exclusive to apparel- majors are a great platform to release new golf clubs as well. Case and point, Justin Rose won the U.S. Open at Merion earlier this year using TaylorMade’s new Spider Blade counterbalanced putter. Before this club was even for sale, there was tremendous interest in the specs and technology, and people were clamoring about it online. All this pre-release buzz and tournament success certainly helped the club get the ball rolling (terrible pun intended) once it was introduced to the market.
Scripting outfits, headcovers, golf bags, and introducing new equipment is all part of the high profile marketing and branding that goes into major championship tournaments. The PGA Championship at Oak Hill this week is certain is certain follow a similar formula, with all the manufacturers hoping that their products help hoist the Wanamaker Trophy come Sunday.