Adidas and Australian Golf Charting a New Course Together
Sportswear giant adidas, has inked a landmark deal, bringing together the PGA of Australia, Golf Australia, and WPGA Tour of Australasia under a singular apparel and footwear agreement.
Adidas has been collaborating with Australian golf since 2019, initially partnering with the PGA of Australia and PGA Tour of Australasia and later with the WPGA Tour in 2020. The recent inclusion of Golf Australia highlights Adidas’s commitment beyond just business, emphasizing their genuine support for the sport’s growth in the region.
The implications of this partnership are vast and stretch beyond the realm of mere apparel sponsorships. As part of the agreement adidas will sponsor 22 of Australia’s professional and elite amateur golfers, including LPGA Tour player Grace Kim, illustrates a deeper commitment to nurture and champion talent. This isn’t just a logo on a shirt—it’s a pronounced effort to usher in a new era for golf in Australia.
A pivotal component of this alliance is adidas acquiring the naming rights for the Australian Amateur Championship, set to be hosted in Melbourne in 2024. In addition, their affiliation with events such as the Australasian PGA and WPGA Tours, the Australian Open in 2024, and the Women’s Golf Network outlines a comprehensive and long-term strategy. It’s apparent that adidas intends to be at the forefront of Australian golf, from grassroots events to the grandeur of elite championships.
The broader significance of this union for Australian golf warrants attention. With the global stature of adidas, Australian golf is poised for an increased international spotlight, potentially propelling the nation to a premier status in the global golf ecosystem. Such partnerships not only elevate the sport’s prestige but can also drive a cultural and economic resurgence.
Golf Australia’s General Manager Commercial, Anthony Everard, also emphasised adidas’s alignment with grassroots initiatives, pointing to a bright future for local golf communities. The sport, with adidas’s backing, is poised to move beyond elite clubs and tournaments, becoming more ingrained in Australia’s everyday sporting narrative.
Darryn Lowe, the General Manager of adidas Golf Pacific, lauded this collaboration as a “landmark moment”, a sentiment that resonates deeply within the Australian golf community. Likewise, Michael McDonald, PGA of Australia’s Commercial Director, celebrates the partnership as a significant triumph for the sport, reflecting upon the rapport built with adidas over the years.
This collaboration between adidas and Australia’s leading golf institutions is not merely a business transaction. It’s a statement of intent and a pledge to the future. The partnership promises to reshape the contours of Australian golf, ensuring that it doesn’t just thrive domestically, but has further opportunities to leave an indelible mark on the global stage.