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Good Good Golf – the princes of YouTube golf and a budding attire firm – have formally joined forces with Callaway.
There have been rumblings on-line a couple of main announcement coming from Good Good. Hypothesis has ranged from a easy sponsorship take care of an OEM to an precise acquisition. However in a video launched earlier right now, the Good Good crew says the partnership goes past only a membership deal, which they’ve had with numerous OEMs prior to now.
“This ain’t that,” the group stated of their video.
It’s not an outright acquisition. However the Good Good guys are calling it a “partnership and collaboration” which is able to embrace Callaway golf golf equipment with Good Good labeling.
Who Is Good Good?
Good Good is a bunch of 5 younger guys who play golf and make YouTube movies. It launched its first YouTube video in September of 2020 and has since grown to greater than 1.1 million subscribers. Good Good additionally has 462,000 Instagram subscribers and a Subreddit with over 22,000 members. Good Good has additionally expanded into premium attire which displays its youthful “golf is fun” style.
Lately, two longtime members of Good Good left, citing variations of opinion. Much more not too long ago, as in somewhat over per week in the past, Good Good introduced a take care of Dick’s Sporting Items and Golf Galaxy, giving their attire a nationwide retail presence. This new association with Callaway places much more juice behind that deal.
Good Good will nonetheless produce its common video content material, however the brand new association will give them entry to movie with Callaway execs comparable to Jon Rahm, Xander Schauffle and Francesco Molinari.
The Large Image
What, you would possibly ask, is on this for Callaway? A proper partnership with a younger and extremely popular group of content material creators, for one factor. Good Good is one other avenue for reaching shoppers straight and permits, via the partnership, to obliquely management the messaging. Callaway is basically getting a captive viewers of over a million younger (or at the very least younger at coronary heart) golfers.
It’s advertising and marketing gold.
And it’s primarily the reasoning behind the current and considerably much less formal partnership between No Laying Up and Titleist/FootJoy. No Laying Up, mockingly, simply ended an association with Callaway. That association, nonetheless, wasn’t a “partnership and collaboration.”
For Good Good, the advantages are apparent. Whereas insisting they’re sustaining inventive management, the group will get the status of a proper partnership with the multi-billion-dollar behemoth that’s Topgolf Callaway. They’ve parlayed their distinctive personalities, humor and keenness for golf right into a golden alternative and the rewards that can little doubt come their method.
For each events, the association is a veritable “good-good.”
Whether or not this stays a “partnership and collaboration” or ultimately morphs right into a full-scale acquisition stays unclear. However it might be Callaway’s fashion to assist construct Good Good’s model (to not point out its backside line) for a yr or two after which make the blokes a proposal they will’t refuse. Or that will already be the plan. As we stated, the main points are scant at the moment.
What Does It Imply To You?
Within the quick time period, most likely nothing. However it’s reflective of how the enjoyable facet of golf and the enterprise facet of golf are conflating. Tying social media content material creation and commerce is a rising pattern. Constructing an viewers after which discovering one thing to promote that viewers is wise enterprise. And when the viewers is large enough, it’s pure for giant OEMs to desire a piece of that.
We’ve stated for years that Callaway is taking part in 3-D chess in Klingon whereas the remainder of the business is taking part in Chutes and Ladders. Whereas that could be a little bit of exaggeration (however, we predict, not a lot of 1), Callaway continues to search out distinctive methods to capitalize on new developments to additional its pursuits and to ship its message the way in which it desires it delivered.
What began out as a 13 p.c possession stake on this newfangled concept referred to as Topgolf has become a billion-dollar-plus a yr money cow. The merger has been so profitable it promoted an precise company rebranding. And a brand new partnership with indoor golf simulator/pub grub purveyor 5 Iron Golf remains to be in its infancy however resembles the start of the Callaway-Topgolf relationship.
Topgolf Callaway continues to evolve. What Ely began as a hickory-shafted collectibles firm has morphed right into a practically $4 billion life-style conglomerate. This partnership with Good Good and its younger, golf-is-fun demographic, is a pure.
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