On Wednesday, Callaway Golf announced a partnership with popular YouTube content creators Good Good Golf. The news was met with excitement from fans of both Callaway and Good Good Golf, as the collaboration brings together two beloved brands in the golf industry.
For those unfamiliar with Good Good Golf, the group is made up of 5 non-professional golfers and the brand is led by CEO Matt Kendrick – they’re all passionate about golf and creating entertaining content for their YouTube channels. With over 1 million subscribers and millions of views on their videos, Good Good Golf has established itself as a go-to destination for golf enthusiasts looking for a fresh perspective on the sport.
Callaway, on the other hand, needs no introduction. As one of the most respected and well-known names in golf, Callaway has a long history of producing high-quality golf clubs and accessories dating back to its launch in 1982. The company has consistently been at the forefront of technological innovation in the golf industry, and its products are trusted by golfers of all skill levels around the world, including many professionals like Jon Rahm and Xander Schauffele, and perhaps most famously, Phil Mickelson until his 2022 falling out with Callaway due to comments Phil made in conjunction with Saudi Arabia and LIV Golf.
So, what does this partnership between Callaway and Good Good Golf entail? According to the official announcement, the two companies will be working together to create a series of videos that showcase Callaway’s latest products. These videos will be featured on the Good Good Golf YouTube channel, providing Callaway with a unique platform to reach a younger, digitally-savvy audience.
In addition to the product videos, Callaway and Good Good Golf will also be collaborating on a number of other projects. This could include sponsored events, giveaways, and other promotional activities that leverage the strengths of both brands.
So far, the response to the partnership announcement has been overwhelmingly positive. Golfers and fans of Good Good Golf are excited to see what the group will come up with using Callaway’s latest products, and Callaway is no doubt hoping that the partnership will help drive sales and increase brand awareness among younger consumers.
It’s clear that this partnership is a win-win for both Callaway and Good Good Golf. Callaway gets access to Good Good Golf’s loyal and engaged audience, while Good Good Golf gets the opportunity to work with one of the most respected brands in the golf industry.
Overall, the Callaway Golf Good Good partnership is an exciting development for golf fans, and it will be interesting to see what creative content the two companies come up with in the coming months. With a shared passion for golf and a commitment to producing high-quality content, there’s no doubt that this partnership has the potential to be a major success and break new ground in the golf world.
Coincidentally, on Tuesday, golf media company No Laying Up announced it would end its partnership with Callaway and instead pursue a new collaboration with Titleist and Foot Joy. The news came as a surprise, as No Laying Up was a long-time Callaway partner and had consistently produced content featuring Callaway gear.
No Laying Up, which was founded in 2011, has become known for its irreverent and entertaining approach to golf coverage. With a focus on social media and digital content, the company has built a large and devoted following among golf fans. In recent years, No Laying Up has expanded its operations to include podcasts, live events, and even its own merchandise.
According to the official announcement, No Laying Up cited a desire to “focus on new opportunities and partnerships that align more closely with [its] brand and goals.”
Biggest Surprise in the Callaway Good Good Announcement
It was surprising the very first thing Kendrick, and separately the Good Good crew itself said after stating they entered a deal with Callaway was that this was not a “club deal”. As if they were apologizing or feeling insecure about letting a simple announcement stand on its own merit.
It’s not uncommon for companies to announce partnerships with golf clubs or other golfing brands. However, it is unusual for a company to feel it really necessary to emphasize, with literally the very first words describing the partnership, that the partnership is not just limited to sponsorship or playing a brand’s golf clubs.
It’s clear the Good Good Calaway golf partnership involves far more than just the Good Good crew being seen in social media videos playing Callaway golf clubs. By emphasizing that the partnership is not just a club deal, Good Good may be trying to draw attention to the full scope of the collaboration and highlight the potential for future growth and development, yet the way in which it was messaged was not really necessary.
With the Callaway Good Good announcement, Good Good is breaking barriers and has put together a first-of-its-kind partnership in the golf business world, effectively breaking the levy for these types of unique partnerships to happen more often, mixing new and old, traditional and non-traditional, allowing online golf media brand upstarts to put together legitimate and compelling business partnerships. Congratulations Good Good, well done!