| After Golf balls manufacturer TaylorMade-Adidas | | | | another two golf ball ranges under its Burner |
| signed the Spanish golfing hero – Sergio | | | | brand in an attempt to influence the Metal golf |
| Garcia, in 2004 to use its golf clubs and golf | | | | woods franchise. In 2008 it is anticipated that golf |
| clothing – his farther was quoted as saying | | | | balls will make-up over 50% of the |
| that he had aspirations of his son using a | | | | manufacturer’s entire business and will |
| TaylorMade golf ball. | | | | range in price from $20 to $45. |
| “The game of golf revolves around the golf | | | | Golf equipment retailers have welcomed the |
| ball”, “You simply can’t play a | | | | strategic re-position after agreeing that Maxfli was |
| game of golf without it” – you can | | | | all but finished. All agree that the TaylorMade |
| play golf without a golf driver and a golf putter | | | | brand will have a greater opportunity to reposition |
| – but to play without a golf ball is | | | | itself from the competition. |
| impossible. | | | | The industry has heard such promises before and |
| A conversion between Garcia’s farther and | | | | are sceptical that the company will live up to the |
| TaylorMade’s CEO has witnessed the start | | | | hype and dedicate enough financial muscle to |
| of his son using a TaylorMadeTP red golf balls at | | | | make the golf ball a creditable choice for the golf |
| the Masters. This shortly followed King’s | | | | enthusiast. |
| statement deciding that the golf ball would | | | | TaylorMade have recognised that much work will |
| become the company’s number two | | | | be needed to attract, appeal and retain a wider |
| product behind its metal golf woods. | | | | target market. It is believed that TaylorMade will |
| As part of the agreement, TaylorMade will launch | | | | double its marketing budget for golf balls in 2008. |