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TaylorMade Golf Company Teams With Barstool Sports, Connecting With an Intensely Loyal and Engaged Fanbase That's Eager to Take On Golf

Release Date: 12 January 2021
TaylorMade Golf Company Teams With Barstool Sports, Connecting With an Intensely Loyal and Engaged Fanbase That's Eager to Take On Golf
  • The Newly Formed Partnership Names TaylorMade As The Official Equipment And Golf Ball of Barstool Sports

CARLSBAD, Calif. (January 12, 2021) – As an industry leader in innovation and technology, TaylorMade Golf Company has long believed in pushing the envelope. Doing what others dared to in order to bring groundbreaking equipment to the market and reach has many golfers as possible.

In that same spirit, the company today announces a partnership with Barstool Sports – the digital media powerhouse focused on creating content centered on sports and pop culture. The newly formed collaboration makes TaylorMade the Official Golf Equipment and Ball of Barstool in 2021. A growing team of Barstool golf personalities, buoyed by the popular Fore Play Podcast, will use TaylorMade equipment and work in conjunction with the brand to develop captivating golf content for the platform’s intensely engaged audience.

The strategic timing of the partnership aligns with a surge in golf’s popularity amongst a wider, and largely younger, demographic. During an unprecedented year, rounds of golf exploded as the game was uniquely positioned to provide a safe and fun way to both get outdoors and enjoy the company of others in a socially distanced manner. Data from the National Golf Foundation shows that October 2020 marked the fifth consecutive month of year-over-year increases in rounds played – a phenomena that was experienced in every state as well as the continental U.S. on a whole. June was up 14% YOY, followed by increases of approximately 20% in July, 21% in August, 26% in September and 32% in October.

Data suggests many of those rounds are attributed to new golfers who do not fall within the game’s traditional demographics. Tapping Barstool is a natural fit because of the platform’s unprecedented engagement with the desired audience, which features a high concentration of non-traditional golfers. The alliance with Barstool again positions TaylorMade as an industry leader, acknowledging the shift among golf consumers and proactively developing channels to communicate with the emerging generation of golfers.

There’s a sense of renewed enthusiasm around the game. This wave of newcomers engages with golf and media in fresh ways, so we have to be willing to do things differently in order to reach them. We’ve never been afraid to do things differently at TaylorMade, that’s something we have in common with Barstool. Partnering up lets us connect to a growing and engaged audience of Stoolies. Plain and simple, more people are playing more golf. And we need to find more ways to reach them.
Bob Maggiore, Chief Marketing Officer

Additional touchpoints between Barstool and TaylorMade include the 2021 Barstool Classic – a new golf tour built for the common golfer. In 2020, the series featured 16 qualifying events in 14 different cities, culminating at the iconic Pinehurst Resort for a three-day championship. Victors of the 2020 Barstool Classic received $10,000 and had their names etched onto the coveted Commissioner's Cup. Sam “Riggs” Bozoian, host of Barstool’s popular “Fore Play” podcast, serves as Commissioner of the event.

Furthermore, customized co-branded products will be made available both on taylormadegolf.com and BarstoolSports.com. Products will include, but not be limited to, golf balls and accessories.

TAYLORMADE GOLF:

Ryan Lauder, Director of Consumer Engagement

ryan.lauder@taylormadegolf.com

BARSTOOL SPORTS:

Jacqueline Giaccio, Director of Communications

giaccio@barstoolsports.com

ABOUT TAYLORMADE GOLF

Headquartered in Carlsbad, California, TaylorMade Golf is a leading manufacturer of high performance golf equipment with industry-leading innovative products like SIM metalwoods, SIM irons, TP5/TP5X golf balls and Spider putters. A major force on the PGA TOUR, TaylorMade has an unrivaled athlete portfolio that includes Tiger Woods, Dustin Johnson, Rory McIlroy, Tommy Fleetwood, Rickie Fowler, Matthew Wolff, Collin Morikawa, Harry Higgs, SH Park, Charley Hull, Maria Fassi and Sierra Brooks.

ABOUT BARSTOOL SPORTS

Founded in 2003 by David Portnoy, Barstool Sports is a leading digital sports, entertainment and media platform that delivers original content across blogs, podcasts, radio, video and social, supported by nearly 70 dedicated personalities. It benefits from approximately 66 million monthly unique visitors, including an estimated 39% of males and 35% of females in the Millennial and Generation Z generations across the United States. In 2019, Barstool Sports grew by approximately 65%, delivering nearly $100 million in revenue from digital and audio advertising, ecommerce, events, licensing and subscription.

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