Callaway Joins Super Bowl Pre-Game Sponsors

Armed with research that shows that 80 percent of America’s golfers watch the Super Bowl, Callaway Golf has bought a half-hour sponsorship in the Feb. 7 CBS pre-game show.

This marks the first time that Callaway has sponsored the Super Bowl pre-game show, and the first time a stand-alone golf company has done so, the marketer said.

Callaway will have 90 seconds of commercial time in the half-hour starting at 5 p.m. It will use the time to showcase its 2010 products, and also have integrations — including an opening interstitial to introduce its presence — product and branding exposure on the set and an appearance by Phil Mickelson, who has an endorsement deal with Callaway.

Terms of the agreement weren’t disclosed, but some marketers opt for pre-game exposure in order to participate in the Super Bowl hoopla without having to shell out a hefty premium ($2.5-3

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