Callaway Epic Flash Keeps Winning
On every first tee at every event on the European Tour, there’s a person with a clipboard asking players: “What’s in your bag?”
The weekly research, collated and compiled by Sports Marketing Surveys, helps golf brands like Callaway understand who’s using their clubs, and which clubs they’re choosing.
SMS asks both sponsored players and free agents, and the results mean manufacturers can use statements like “No.1 driver, woods, irons, ball, putter on Tour”, which carries a lot of weight when it comes to selling them.
Of course, every brand on Tour sponsors players – but what’s really interesting is the number of unsponsored players using a particular club. These guys have access to anything they want, in any of the Tour trucks. They test everything, and then choose what’s best for their game.
So far this year on the European Tour, Callaway’s Epic Flash and Epic Flash Sub Zero Drivers and Fairway Woods have won three times in the hands of uncontracted players – Epic Flash Sub Zero Driver in Abu Dhabi, Epic Flash Driver at the Vic Open in Australia and an Epic Flash 3-wood at the World Super 6 Perth.
Their popularity with the most successful players is evident when you look the money won by those clubs. For instance, in Abu Dhabi, the Epic Flash driver won 24% of the total prize money available, while at the same event the Epic Flash Fairway wood bagged 19.6% of the purse.
It’s a similar story on the PGA Tour, where the winner of the recent Genesis Open at Riviera used an Epic Flash Driver, adding to the win tally after Callaway staffer Xander Schauffele claimed the Tournament of Champions title in Hawaii with one.
Masters champ Patrick Reed, who became a free agent in 2014, is a perfect example of the success a player can have with a mixed bag. He used six different brands when he won at Augusta.
“I kind of just sat down with my wife and my team, and I was like, hey, well, even though we're not going to have any kind of security without having a manufacturer, at the same time, if I feel like I have the best 14 clubs in my golf bag for my game as well as the best golf ball, who knows how many shots I could save?”
“In the long run, I'm going to earn more on the golf course than I am off the golf course from a manufacturer.”