Three of the world’s biggest name brands in one place. That’s what you’ll find when you arrive at PGA Champion’s Charlie Hales’ house in the suburbs of Atlanta.
The grounds are immaculate. Guests are greeted by a warm welcome basket containing goods such as a hat, socks, and hand cream. But it’s outside where the real beauty is.
Walking up to the house is like being in the middle of a fairway. To the right is an 18-hole golf course. To the left is an upscale neighborhood with majestic oak trees, spacious yards, and extravagant mansion houses.
But it’s not a regular golf course. In lieu of a club, Hales uses a baseball bat to swat away golf balls. On the back nine, you’ll find oversized ashtrays and empty liquor bottles. No beer garden, either. This is Hales’ pub. He hosts frequent parties here, inviting some of the biggest names in sport and business to come and play. But it’s not just about the drinks. Guests here speak on an equal footing. They might know more about business than you, but they’re more than happy to share what they know.
The point of all this is to provide you with a real-life example of ‘integrated marketing’. Across the street, in the golf club, you’ll find your typical golfers, chatting and waiting their turn to tee off. But in the meantime, they’re also checking out the latest golf news and gossip on their smartphones. The same goes for the caddies. If they’re not walking around with their smartphones in their hands, they’re tweeting about the exciting day they’re having.
The New Kids On The Block
Hales’ house is not the only example of integrated marketing within the PGA. If you take a closer look, you’ll notice several brands and businesses that have taken an interest in the game’s biggest stars. First up is the most sophisticated one: Rolex. Over the years, the luxury watch brand has worked closely with the PGA to produce unique playing pieces honoring the game’s greatest players.
When it comes to golf watches, Rolex are the undisputed kings. One of the most unique things about their pieces is the combination of gold and platinum linkages. These exotic alloys are extremely rare-gems in the world of gold and platinum crafting. The links form diagonals, creating a unique “railroad track” pattern. They also connect through a sub-dial at the 6 o’clock position. This feature makes it easier for the wearer to check the time without taking their eyes off the play.
Vikings And Aliens
The Rolex link is just one of several examples of unique partnerships that the PGA has formed over the years. Take, for instance, the PGA’s close association with the Science Fiction and Fantasy (SF&F) community. One of the biggest names involved in SF&F is, of course, H.R. Giger. The Swiss designer created the iconic Alien creature for Ridley Scott’s 1982 film. Since then, the PGA and Giger Enterprises have been working together to create limited-edition pieces of merchandise.
While Giger and Scott may collaborate on a new project, it’s not always about film and television. The PGA also has a “taste” for steampunk, incorporating gold-plated brass and stainless steel in their designs. In 2009, they collaborated with French watch firm Audemars Piguet to produce an exclusive watch for the Steampunk World Fair. Inspired by the works of Jules Verne, the masterminds behind steampunk watches created a timepiece that pays tribute to the golden age of science fiction and fantasy.
Allied Advertising
The PGA has also partnered with leading ad agency, Allied Advertising, for more than 85 years. The two brands have joined forces to create unique tumblers, wine racks, and other useful items for golfers. The collaboration began with the PGA Tour 100 years ago. Since then, the two brands have continued to create innovative pieces of equipment, such as the PGA Tour Bite – a putter that doubles as a rolling bag.
Allied Advertising also handles advertising and marketing for the PGA Tour, World Golf Tour, and Japan Golf Tour. The agency is responsible for the branding and marketing of all PGA events, including the PGA Championship. As part of their partnership, the PGA Tour and Allied Advertising have created a logo that reflects the combination of the two brands.
Technology And Social Media
While the PGA works closely with traditional sports equipment firms to create unique pieces of golfing paraphernalia, they also have a foot in the world of technology. The golfing star is often on the cutting edge of digital technology, particularly when it comes to social media. For example, the PGA has a dedicated account on Twitter, where they interact with their followers and keep them up to date on the latest news and information relating to the game.
In addition, the PGA have a thriving YouTube channel, where they discuss news stories and the upcoming golf tournaments. If you’d like to be kept informed of the latest developments in the world of golf, you can subscribe to their channel. You’ll find all the information you need, from tips on how to improve your game to news coverage of the latest golfing trends.
The Future Of Golf
As you’d expect from a game that’s grown steadily in popularity over the years, the PGA is constantly looking for ways to improve. One of the biggest areas of focus at the moment is the game’s sustainability. Thanks to technological advances, more people are able to consume more golfing products than ever before. That has led to a dramatic increase in the game’s footprint, both environmentally and financially. In 2020, the PGA is committed to reducing their use of plastic by 20% and they encourage other sports bodies to follow suit.
The demand for more sustainable products has not gone unheeded and, since 2010, the PGA has worked with leading eco-friendly companies to develop more environment-friendly alternatives to their traditional golfing items. The results of this collaboration can be found in the form of premium liquors, made from natural fruit juices. Instead of plastic drinks bottles, the PGA offers its supporters a can or a pouch. There’s also an alternative to their traditional golf shoes: the Rise Bikes company produced a pair of golf shoes made entirely from recycled plastic bottles.
This drive to reduce their environmental impact has not gone unheeded and the PGA have pioneered more sustainable ways to play. In 2009, they partnered with global sportswear firm, New Era, to create a capsule collection of golf apparel, using eco-friendly fabrics and materials. The collection was designed with a classic look still reflecting the game’s traditional roots. As well as New Era, the PGA work with other leading brands and designers to bring innovative, sustainable products to the market.
Inspiration
The products designed by the PGA have not always been limited to the world of sport. The game’s biggest stars have inspired a range of products, from luxury accessories to elaborate party outfits. Take, for example, Tiger Woods’ iconic yellow-green clothing line or Jack Nicklaus’ hat collection. If you want to own something uniquely inspired by a sporting star, you can browse through their range of luxury accessories.
Where Can I Buy It?
If you’re interested in buying a piece of gear inspired by a sports star, where can I buy it? The PGA provides an easy answer to this question. On their website, you’ll find a full range of merchandise, from t-shirts and hoodies to golf balls and gloves. Some items are unique and limited, while most are available in a range of styles and colors. If you’re not sure what to buy, the PGA’s dedicated customer service team can help.