The golf balls sector is highly competitive and innovative, and sponsorship of well-known tournament professionals is a key marketing strategy. The sector comprises dozens of new ball brands as well as used balls, range balls, colored and glow-in-the-dark balls, lake balls, eco balls and custom logo-imprinted balls that are either personalised or carry promotional messages. According to Grand View Research, the global golf ball market was worth $1.11 billion in 2017 and this was expected to rise by 2.7% per annum up to 2025. The leading brands are, of course, Titleist, Callaway, Bridgestone, Srixon and TaylorMade. However, this wasn’t always the case: back when I was playing competitive golf we were still using the British (1.62″) ball and the main balls we used included the Dunlop 65, Slazenger Plus, Uniroyal Plus 6, Golden Ram, Wilson LD, Hogan and ProStaff. One ball though, Titleist, has been a mainstay in the marketplace ever since it was first manufactured in 1935. Indeed the famous Titleist script is based on the handwriting of one of the office secretaries at the time, Helen Robinson, who was considered to have beautiful penmanship. It’s a comforting thought indeed that something so uniquely human can still play a key marketing role today in such an intensely technologically-driven industry.
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