Emerging retailer scores golf channel deal

The PGA TOUR Superstore only operates 22 locations but it just signed a deal with the Golf Channel that should do wonders for brand awareness in a category that has proven challenging for mass market retailers.

According to PGA TOUR Superstore, a company that likes to remind folks it is backed by Home Depot co-founder Arthur Blank, the partnership includes a brand integration program and a strategic media buy. For example, “new product spotlights” and special features on custom fitting and other game-improvement services will be produced from PGA TOUR Superstore’s new 50,000 square foot interactive Orlando location that recently opened less than a mile from Golf Channel’s world headquarters. The partnership will also provide sponsorship of key PGA TOUR event highlights on programming schedules.

“Our partnership allows us to leverage our national footprint in the U.S. and provides an opportunity to deliver authentic content and branding through programming and services that showcase our stores and our associates,” said Dick Sullivan, PGA TOUR Superstore CEO and President. “Golf Channel is the industry leader in delivering entertaining and informative golf content and with the most-affluent audience in all of television; their viewers are our demographic sweetspot. We are both focused on helping the avid golfer as much as the recreational player with their approach to the game, how to play and/or what equipment they need to improve their experience so this is the ultimate partnership.”

The deal with the Golf Channel comes as other retailers have struggled to grow sales in the category. Most notably, the golf category was a drag on Dick’s Sporting Goods business in 2014 with same stores sales at the company’s 80 unit Golf Galaxy division declining 8.9%, 9.3% and 10.4% in the third, second and first quarters, respectively.

PGA TOUR Superstore doesn’t disclose its sales, but Tom Knapp, Golf Channel’s Senior Vice President of Programming offered an optimistic view of the company’s performance.

“The tremendous growth of PGA TOUR Superstore is a sign of momentum within the golf industry and we look to support their continued success through our media platforms,” Knapp said. “This collaboration is a natural fit between two prominent brands dedicated to innovation within the game we love.”

PGA TOUR Superstore is operated by Golf & Tennis Pro Shop, Inc., whose controlling owner and chairman is Arthur Blank, owner of the Atlanta Falcons.