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European Tour teams up with Callaway

Golf’s European Tour has announced golf equipment company Callaway as an Official Partner.

The five-year deal names Callaway as the official driver, golf ball, shoe and golf bag brand of the Tour.

Callaway’s Odyssey and OGIO brands will also become the Tour’s official putter and luggage brands, respectively. Callaway Apparel and the Travis Matthew brand will be the official on-course apparel of the Tour.

Additionally, Callaway will supply its Chrome Soft Golf Balls to driving ranges at Tour events and drive awareness of its Odyssey putter brand through a ‘putting leaderboard’ on television broadcasts, which will showcase a new range of performance statistics at each tournament.

Callaway will also work with the Tour’s digital channels to create new content strands featuring its brands, products and staff professionals.

Neil Howie, president and 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.”