Back in the good ol' days of NASCAR when the race cars actually looked like street cars, there was a saying: ''Win on Sunday, sell on Monday.'' That meant, of course, that fans would want to buy the cars that prevailed on the track.
There's no similar adage in golf, but the same principle applies. That's why you so often see golf equipment ads touting the success of products on tour.
Seldom, however, is the correlation between tour success and sales as immediate and direct as it was over the weekend.
Phil Mickelson put a new Callaway RAZR Fit Xtreme driver in his bag last week at the Waste Management Phoenix Open, then went out and shot a 60. Afterward, he spoke glowingly – and specifically – about the new club.
''I finally gave our new RAZR Fit Xtreme a chance,'' Mickelson said after his round. ''And I tell you what, on Tuesday, when I hit it, I kept looking up and I was almost in disbelief at how easy it was, how straight it was, and the misses weren't bad. I put it into play in the pro-am yesterday and I hit it great.
''I drove it phenomenal, and felt really good with it,'' he added. ''And the thing that's so great about it is I can make the same swing with my irons as I do with my driver and the ball goes very straight and easy. … So that was the big thing. I drove the ball much better here.''
Mickelson went on to a wire-to-wire win, tying the Phoenix Open scoring record and barely missing the PGA Tour’s 72-hole scoring record. And because of his performance, and his vocal support of the driver, sales began to pick up – and up!
Over the weekend, Harry Arnett, the senior vice president for marketing at Callaway, sent out this tweet: ''At 2:30pm it was already the most drivers we've sold in one day on our Ecom site. #xtreme #phileffect.''
I asked Callaway for details and, while they wouldn't provide specific sales figures, they did confirm that the weekend – even with the distraction of the Super Bowl – was one to remember.
Callaway sold more drivers on its e-commerce site on Saturday than any previous day, the company said. That record lasted exactly one day, when 20 percent more drivers were sold on Sunday. Sunday also ranked as one Callaway’s top five days ever for web traffic, the company confirmed, and the weekend in total was Callaway's biggest for web traffic.
There are two obvious lessons here:
--For all the recent talk of bifurcation (different equipment rules for tour pros and amateur golfers) last week shows very vividly that everyday golfers still pay very close attention to the gear that the pros play – and that they want to play the same gear that their favorite players use.
--Phil can still move the 'ol needle.
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