Robobum
Money List Winner
I saw a really interesting piece by Clarkson about Audi doing this a few years ago. It was pushed by a new bloke there who saw it as a way to move Audi on to a new level. He persued agents and gave Audi's to their clients at really low, knock down lease rates, offered them as transport for awards nights etc. He basically got young and fashionable celebs being seen regularly in Audi's. Audi's sales rocketed, not just because of this of course but Jezza highlighted this key point in making Audi's a car that younger people with money wanted to be seen in.
I don't blame Callaway for this. This approach is peanuts compared to a mass marketing campaign. This is marketing by stealth. Less obvious than an advert in a paper but just as effective.
It drives my club pro mate mad.
He spends £15k on stock and they throw in a few dozen balls. Then sees noncy footballer tweeting about his "sweet" new bats given to him by Taylor Made (as it was then)