Callaway Golf To Sponsor CBS Sports' Super Bowl XLIV Telecast

Callaway Golf Company and CBS Sports have reached a unique agreement that establishes the golf equipment manufacturer as a presenting sponsor of the Super Bowl Today pregame show on Sunday, Feb. 7th. The partnership marks the first ever Super Bowl pregame sponsorship struck by a stand-alone golf company.

Occupying rarefied air time that commences less than an hour before kickoff, Callaway Golf will employ its 5-5:30 p.m. EST sponsorship to showcase their 2010 product line, headlined by the company's new Diablo Edge golf clubs. 

The Diablo Edge line, which includes drivers, fairway woods, hybrids and irons, arrives at retail on February 15th and has been receiving widespread acclaim, including five Gold Medals in Golf Digest's February "Hot List" equipment issue, currently on newsstands.

"The Super Bowl has grown to become an unofficial American holiday and presents an unparalleled promotional platform," said George Fellows, president and CEO, Callaway Golf. "There is no bigger, bolder way for us to position Callaway as the global leader in golf than to partner with CBS on the most-watched event of the year."

The 30-minute sponsorship includes a Callaway-themed opening interstitial to introduce the company's presence, as well as product and branding exposure on the CBS set throughout the half hour. Callaway Golf Staff Professional Phil Mickelson is slated to appear in an additional segment to run during the sponsored programming.

Callaway Golf will also use the Super Bowl platform to debut 90 seconds of commercial time that will feature the company's focus on technological innovation and its 2010 products. Terms of the partnership are not disclosed.

"We have had a long-standing relationship with Callaway Golf through our PGA Tour programming," said John Bogusz, executive vice president sales and marketing, CBS Sports. "We are extremely excited the brand is taking advantage of this tremendous opportunity."

Super Bowl pregame sponsorships are regarded by many media analysts as an aggressive and effective way for marketers to reach a substantial mainstream audience that culminates as the game's kickoff approaches. Last year's Super Bowl pregame show drew a Household rating/share of 11.6/24, and featured a viewership of 21 million between 5-5:30 p.m. EST.

"We understand the pent-up desire for cutting-edge products that has been building through the recession as consumer spending declined," said Jeff Colton, senior vice president, U.S., Callaway Golf. "Our 2010 product line featuring Diablo Edge has been generating a great deal of excitement within the golf industry, and we're looking forward to introducing it to a mainstream audience."

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