GBR Friday | Why Shares of Topgolf Callaway Brands Are Skyrocketing More Than 17% In Under Two Days
Every Tuesday and Friday Morning We Bring You the Ten-Minute Summary of What´s Going on in the Golf Industry While you Are Golfing
Good morning, GBR Family! Tom here with you today.
AS THE SEASON KICKS OFF, Jay Monahan is trying to win back our hearts with a guest op-ed in Sportico—right after his $23 million paycheck made headlines. But that’s not all the golf industry has in store. Let’s dive in!
1. INDUSTRY
TOPGOLF CALLAWAY BRANDS: WHAT’S BEHIND THE 15% STOCK SURGE IN 48 HOURS?
The last hours have been pivotal for Topgolf Callaway Brands (NYSE: MODG), with shares surging 17.4% over the past two days and trading at $9.33 at the time this newsletter was sent—a daily increase of 3.78%.
What is causing this rally?
Is this the beginning of a sustainable recovery or just a temporary bounce after a challenging year?
What factors are driving this momentum, and what does it mean for the company’s future and its investors?
These questions are answered in a detailed analysis ahead.
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MAX HOMA SECURES AMBASSADORSHIPS WITH LULULEMON AND COBRA PUMA GOLF
SPONSORED | PGA Tour star Max Homa has expanded his endorsement portfolio with major partnerships, aligning with both Lululemon and Cobra Puma Golf.
Lululemon has named Homa, currently ranked 27th in the Official World Golf Ranking, as its latest brand ambassador. Known for his six PGA Tour wins and engaging personality, Homa shared his excitement about representing a brand he already admires for its style and performance. “I’m so excited to join the lululemon family,” said Max Homa. “lululemon already takes up most of my wardrobe with workout and lounge apparel, and it feels like a dream come true to have the opportunity to work with such an iconic brand.”
In a parallel move, Cobra Puma Golf has secured Homa in a multi-year endorsement deal, marking another major collaboration for the rising golf star. As part of the agreement, Homa will use Cobra’s cutting-edge equipment and don Puma’s apparel and footwear during competitions, showcasing the brand’s commitment to innovative design and elite performance.
AKSHAY BHATIA JOINS TRAVISMATHEW AS LATEST PGA TOUR AMBASSADOR
Akshay Bhatia, a promising young talent on the PGA Tour, has partnered with TravisMathew, the premium apparel brand. As part of the sponsorship, Bhatia will showcase the brand’s clothing during his tour appearances, joining a roster of professional golfers aligned with TravisMathew. This collaboration reflects the brand’s dedication to cultivating relationships with emerging stars in professional golf. By Jeane B. Palmieri in Women´s Wear Daily.
MATT MCCARTY SIGNS TWO-YEAR DEAL WITH BLACK DESERT RESORT
Black Desert Resort has announced a two-year sponsorship agreement with PGA Tour rookie Matt McCarty, who won his first tour event at the Black Desert Championship. McCarty will display the resort's logo on his right sleeve, starting at The Sentry tournament. His rapid rise, including three Korn Ferry Tour victories and qualification for major events, highlights the partnership's alignment with McCarty’s success. Black Desert Resort continues to strengthen its ties to professional golf through strategic collaborations. More information in KMYU TV.
FIVE IRON GOLF CO-FOUNDERS INVEST IN NEW YORK GOLF CLUB (TGL TEAM)
Jared and Katherine Solomon, co-founders of Five Iron Golf, have invested in the New York Golf Club (NYGC), New York's Tech-Infused Golf League (TGL) team. Five Iron Golf will serve as the team’s official watch party venue, debuting with an event at its Herald Square location on January 7. These gatherings will combine live TGL match viewings with interactive golf activities, fostering a community-focused atmosphere. The Solomons’ investment underscores Five Iron’s mission to innovate and expand golf’s accessibility and appeal. Full press release in GlobeNewswire.
WINMARK EXTENDS PARTNERSHIP WITH PGA TOUR GOLFER TOM HOGE
Winmark Corporation, known for its circular economy leadership and resale franchise brands, has renewed its sponsorship agreement with PGA Tour golfer Tom Hoge for another four years. Hoge, a 2022 PGA Tour winner, will continue as Winmark’s brand ambassador, showcasing its logos during tournaments. This extended partnership reflects shared commitments to sustainability and community-focused initiatives, aligning with Winmark's mission of promoting a circular economy. Full press release in GlobeNewswire.
IMPERIAL BECOMES HONCHO PICKLEBALL'S OFFICIAL HEADWEAR SPONSOR
Imperial, a prominent headwear brand in the golf industry, has entered the pickleball market through a new partnership with Honcho Pickleball. As the "Official Headwear Sponsor" for the 2025 season, Imperial will support amateur leagues across more than 40 U.S. markets. This collaboration highlights Imperial’s efforts to expand its footprint into emerging sports while continuing to back grassroots initiatives. More in The Golf Wire.
ICL STRENGTHENS SPECIALTY FERTILIZER MARKET LEADERSHIP WITH GREENBEST ACQUISITION
ICL Growing Solutions has acquired GreenBest, a UK-based specialist in customized fertilizers for sports turf, landscaping, and horticulture. This acquisition broadens ICL's portfolio of sustainable solutions, combining GreenBest’s expertise with ICL’s global resources. Following two other major acquisitions in 2024, this move reinforces ICL’s commitment to delivering innovative and tailored products to its global customer base. More in Golf Business News.
2. CIRCUITS
THE WAIT IS OVER: TGL IS FINALLY HERE AND THIS IS WHAT WE KNOW SO FAR
The TGL Golf League, co-founded by Tiger Woods and Rory McIlroy, debuts on January 7, 2025, at the SoFi Center in Florida, combining traditional golf with advanced technology for a fast-paced indoor experience.
Rivers of ink are flowing about the new competition, but we have particularly appreciated the insightful articles:
How Tiger Woods, Rory McIlroy Prepped for New TGL Golf Challenge, by Jacob Feldman in Sportico.
10 Things To Know About The New TGL Golf League, by Erik Matuszewski in Forbes
As the league prepares to launch next Tuesday, here is what we know so far:
Innovative Playing Environment: TGL competes in a futuristic, football-sized arena featuring real grass on custom mats and a 65-foot simulator screen that tracks and displays ball flights. The venue includes 30 unique holes with motorized greens that adjust to various surface conditions.
Dynamic Match Structure: Matches last two hours and consist of 15 holes split into "Triples" (teams of three alternating shots) and "Singles" (individual head-to-head play), balancing team strategy with individual skills.
Time-Sensitive Gameplay: A strict 40-second shot clock is enforced for each stroke, encouraging quick decision-making and maintaining a fast-paced, engaging flow. Penalties apply for exceeding the time limit.
Advanced Course Design: Courses are crafted by top design firms, featuring diverse environments like volcanic, coastal, desert, and tropical settings. Each of the 30 holes includes authentic bunkers and grass tees to challenge elite golfers.
Enhanced Player Interaction and Fan Engagement: The 1,500-seat SoFi Center offers fans close-up views with multiple camera angles and mic’d players, creating an interactive and entertaining atmosphere both in-person and on broadcasts.
Team-Based Competition and Community Building: Six teams of four PGA Tour players compete weekly in a points-based system, fostering teamwork and dedicated fan bases through celebrity ownership and community initiatives.
Technological Integration and Realism: Combines real grass and sand with advanced simulation technology and motorized greens to replicate outdoor play conditions indoors, requiring players to adapt to the league’s unique and realistic environment.
PGA TOUR STUDIOS: USHERING IN A NEW ERA OF GOLF MEDIA PRODUCTION
As the 2025 FedExCup season tees off at The Sentry in Maui, a groundbreaking development in golf media marks its debut: the PGA TOUR Studios in Ponte Vedra Beach, Florida. First conceptualized in 2017 as part of the PGA TOUR’s strategic media rights negotiations, the 165,000-square-foot PGA TOUR Studios began construction in 2022 and tested its capabilities in late 2024.
The new facility replaces the previous 25,000-square-foot production space in St. Augustine, which had been in use since 1997. As demand for enhanced production quality grew—spurred by the PGA TOUR’s 2020 media deal with ESPN+—the limitations of the older building became apparent. The TOUR resorted to parking lot TV trucks to handle live feeds. Now, with seven cutting-edge studios and eight control rooms (expandable to 12 and 13, respectively), PGA TOUR Studios can seamlessly produce over 5,000 hours of live content annually, along with a suite of original programming.
Studio 1A, the crown jewel, boasts a two-story setup equipped with wall-to-wall LED boards and an LED floor capable of immersive graphics. This technology, comparable to what’s used in high-end productions like The Mandalorian, enables commentators to appear fully immersed in any golf course or environment.
Other features include:
A video review center with access to all live feeds for on-air rulings.
Dedicated podcast booths.
A 34-seat theater for content screenings.
3. PEOPLE
GMS Announces Two Key Hires as Global Expansion Continues. Golf Marketing Services expands globally by appointing Dan Wooters as North America Account Director and Ashley Ross Ropaie for MENA and APAC regions, strengthening their international presence. From Golf Business News.
Longtime Golf Writer Steve DiMeglio Dies at 63. Steve DiMeglio, beloved PGA Tour journalist, dies at 63 after battling cancer. Tributes from Tiger Woods and the golf community highlight his impactful career and dedication to the sport. From Sports Business Journals.
Golf Course Architect Mark Hollinger, ASGCA, Dies at 70. Mark Hollinger, renowned golf course architect, passes away at 70. Celebrated for his innovative and sustainable designs, Hollinger left a significant legacy in golf architecture. By Sydney Fischer in Golfdom.
4. MUST READ THIS WEEKEND
22 Predictions for the 2025 Men’s Golf Season. Brody Miller forecasts a dramatic 2025 golf season with some brave predictions, including Jon Rahm winning a major and Scottie Scheffler facing higher expectations. Notably, he makes a bold prediction about the Ryder Cup, anticipating unprecedented twists. Key storylines involve coaching changes, surprising tournament winners, and an unresolved PGA Tour-LIV Golf deal. From Brody Miller in The Athletic.
2024: A Banner Year for Golf Books. Gary Van Sickle reviews a successful year in golf literature, highlighting new editions of classics, insightful biographies, and engaging stories that celebrate the sport’s history and personalities, despite some critiques. From Gary Van Sickle in The First Call.
Geoff Shackelford also outlines the 2025 golf calendar, featuring major tournaments, Ryder Cup, course updates and key events in women’s golf. From Geoff Shackelford in The Quadrilateral.
5. JUST FOR PAID SUBSCRIBERS
UNPACKING THE 17% RALLY: TOPGOLF CALLAWAY BRANDS’ BIG START TO 2025
The last hours have been pivotal for Topgolf Callaway Brands (NYSE: MODG), with shares surging 17.4% over the past two days and trading at $9.33 at the time this newsletter was sent—a daily increase of 3.78%.
This is has what happened so far:
