About the Titleist Golf Ball Franchise
For over 60 years, Titleist has opted for a position to be the most played ball
by the best players in the game.
This idea, born of the belief that: the best players will use the best product,
and that the positionof claim of being used by most of the best players would
be a verystrong platform to herald the performance and quality attributes of
the Titleist golf ball franchise.
That single-minded commitment that led to the growing numbers of professional
golfers during the early years to play Titleist remains purposeful today.
All the best players' Clearly not, because no single company is ever the choice
of all players, nor can one company afford all of the top players at the same
time.
Since 1949, Titleist has, in fact, been the golf ball of choice of most of the
best players in the game.
In the summer of 1996, we were approached by Tiger Woods' father, Earl Woods,
and advisor, Hughes Norton, to discuss the possibility of a Titleist-Tiger
Woods relationship, if and when, Tiger was to turn professional.
However, at any given time, Titleist has enjoyed usage by a clear majority of
the best golfers on the U.S. and worldwide professional tours, and remains the
standard by which all golf balls are measured.
Specifically, would the equipment that he is expected to play be: what we are
trying to sell a lot of, or equipment that is suited to his game and will allow
him to be the best that he can be?
Their concern was if Tiger should turn professional and is associated with
Titleist, what his equipment obligations would be.
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