Ernie Els’ dramatic victory at the British Open on Sunday at Royal Lytham and St. Annes was certainly a boost for this week’s RBC Canadian Open, which will have Els in the field when it begins on Thursday at Hamilton Golf and Country Club.
Els’s fourth major and second British Open championship was also a shot in the arm for Callaway Golf and not only for the usual reasons.
“To us, as a brand, it means everything,” said Scott Reid, managing director of Callaway Golf Canada.
“Ernie’s such a class guy. He’s such a great ambassador for us. We couldn’t have asked for a better person to win. It would have been nice to see Phil (Mickelson) in there too, but Ernie deserved it. He played that back nine better than anybody,” he said.
That’s always the case when one of your staff players wins a major championship, but for Callaway, it also means a morale boost after announcing job cuts for 12 per cent of its global workforce a couple of weeks ago.
“I’ve already seen it,” said Reid.
“I saw a bunch of e-mails going around and Tweets from the folks in the company and from customers and other people out in the industry, congratulating us. It’s a huge morale boost,” he added.
One important factor in Callaway turning the corner for a successful 2013 is the launch of several products that need to capture the industry’s and consumers’ attention this fall and into the early part of next year.
“The timing’s great for the win because we’re in the dog days of summer and we’re into the latter stages of the life cycle of a product, with the new product coming out at the shows in September-October,” said Reid.
“We couldn’t have asked for better timing for a major victory by Ernie.
Callaway/Odyssey is expect to launch woods, irons, putters and balls over the next six months.