Aerial photo from Demo Day at the PGA Merchandise Show in 2020.
PGA Golf Exhibitions
After skipping the annual PGA Merchandise Show a year ago along with a number of other big-name golf equipment manufacturers (TaylorMade, Titleist and Wilson among them), Callaway is headed back in January 2023 — and beyond.
But the company’s new multi-year participation agreement runs far deeper than Callaway’s golf clubs and golf balls.
The return ties in to the corporate name change in August that led the portfolio of brands to be called Topgolf Callaway Brands. That re-branding was an effort to reflect both the strong heritage business (Callaway) and build awareness for a strategic shift focused on new ventures in the “modern golf” and active lifestyle segments. The company even changed its ticker symbol on the New York Stock Exchange to “MODG” from “ELY,” which was a nod to founder Ely Callaway.
Central to the company’s return to the PGA Show is a new brand educational experience, an activation that showcases its industry-leading Toptracer range technology and focuses on PGA Members’ education. Toptracer is in more than 15,000 bays in 32 countries.
Toptracer range technology implemented at a standard driving range.
“The 2023 Show will provide a unique opportunity to engage and educate PGA Members on our transformation as the Modern Golf Company, and to illustrate everything that the Topgolf Callaway Brands have to offer.” said Callaway Golf Executive Vice President Glenn Hickey.
Callaway Golf has been a longtime advocate for the PGA of America and its 28,000+ PGA Professionals, a presenting partner for the organization’s Golf Retirement Plus, and a supporting sponsor for the PGA Professional Championship.
“We are excited for the return of the Callaway family of brands to the PGA Show and appreciate their longstanding support of PGA Professionals,” said John Easterbrook, PGA, Chief Membership Officer of the PGA of America. “As the largest gathering of our membership, the PGA Show is a valued opportunity for PGA Professionals to experience the extensive product and educational offerings of Topgolf Callaway brands to help grow their business and improve the grassroots golf experience.”