Unveiling the Most Thrilling Golf Partnerships and Collaborations of 2024

In the dynamic world of golf partnerships in 2024, excitement is on the upswing as we witness the marriage of top-notch brands and golfing talent. Count Bad Birdie amongst the frontrunners, having recently teed off their inaugural PGA Tour sponsorships. This emerging golf brand boldly stepped into the limelight by securing signatures from PGA and LPGA players like Si Woo Kim, Callum Tarren, and Harrison Endycott for the 2024 season. Notably, Si Woo Kim, a top 20 FedEx Cup player from the previous season and the winner of the 2023 Sony Open, headlines this impressive roster.

But it’s not just about individual endorsements; collaborations are also taking the fairways by storm. Nike and Smash GC, in a surprising twist, announced their joint venture into the golf shoe domain shortly after Tiger Woods and Nike parted ways. The golfing world is buzzing with speculation as Smash GC boldly tagged Nike in their tweet. With Brooks Koepka at the helm as team captain for Smash GC, could this herald the beginning of a new era, where LIV Golf and the iconic American shoe brand come together for an unprecedented collaboration? The greens have never been this thrilling!

Let us take a closer look at the golf partnerships that will rule 2024.

The biggest golf partnerships and collaborations of 2024

1. Bad Birdie announces PGA Tour sponsorships

Golf apparel brand Bad Birdie has revealed its first-ever PGA Tour sponsorships with athletes Si Woo Kim, Callum Tarren, and Harrison Endycott for the 2024 season. The sponsorship marks Bad Birdie’s entrance to the PGA Tour scene, ushering in a new wave of collaborations that are likely to shape the traditional game.

Si Woo has solidified his presence with four Tour victories, most recently the 2023 Sony Open. Ranked as a Top 20 FedEx Cup player last season and maintaining a position within the Top 50 globally, his PGA Tour journey has been filled with success. Hailing from Seoul, South Korea, Si Woo’s global presence makes him an excellent fit as the first PGA Tour athlete for Bad Birdie.

“We’re so pumped to welcome Si Woo to the Bad Birdie family. His achievements, silky smooth swing, and personality embody the essence of our brand. We are excited to show the world a little bit more of who Si Woo is. I’m also personally excited to learn how to hit better drivers off the deck from Si Woo himself,” said Jason Richardson, Bad Birdie Founder and CEO.

The brand also welcomed 2023 Q-School Winner Harrison Endycott and England’s Callum Tarren, to its 2024 roster. Both players are making a name for themselves on tour and have big goals for the 2024 season. “We’re lucky to have found Harrison and Callum at this point in their careers…they’re young, hungry, and we’re going to be seeing a lot more of them on leaderboards this year,” added Richardson.

In addition to its PGA Tour sponsorships, the golf wear brand is kicking off 2024 with a multifaceted sports marketing approach that expands to all levels of competitive golf, including partnerships with high school teams, college teams, NIL contracts with players including University of Oklahoma’s Drew Goodman, Korn Ferry Tour’s Isaiah Salinda, and upcoming LPGA athletes. Fans can expect more announcements to come in the coming months.

2. Jason Day becomes Malbon Golf’s first ambassador

Jason Day is gearing up for the 2024 PGA Tour season with a style overhaul, switching from the Nike scripting he sported for seven seasons to making a fashion statement with Malbon Golf. The Australian golfer becomes Malbon Golf’s first PGA Tour player since its 2017 inception. Having concluded a multi-year partnership with Nike Golf last year, Day aligns with Malbon’s authenticity and emphasis on individuality.

“What I like most about Jason is his vulnerability and his openness with real-life normal stuff. He’s eager to put himself out there and be who he is respectfully, but at the same time, he’s not very scripted,” shared Stephen Malbon, co-founder of Malbon Golf, who owns the brand with wife Erica.

“I’m more interested in having a more relaxed, loose-fitting type of clothing, especially out here because, obviously, the clothes that you see now these days, everything’s very athletic looking,” Day explained to PGA. “And there’s nothing wrong with that. I’m just looking for a bit of a change and this is it.”

Day, introduced to Malbon Golf by younger friends and through social media, described this collaboration as an opportunity to have a unique and custom style. As the brand’s first ambassador, the collaboration signifies not only a change in Day’s wardrobe but also an opportunity to stand out with a different look on the first tee.

3. Malbon Golf also signs three new players

On the heels of announcing its new partnership with Jason Day, Malbon has further expanded its roster with three new ambassadors: LPGA players Charley Hull and Jeongeun Lee (Lee6), and Swedish professional golfer Jesper Parnevik. Stephen Malbon shared insights into the ambassadors’ styles, highlighting Lee’s fashion-forward approach and Hull’s distinctive and fitness-conscious attire.

Parnevik, a revolutionary golf icon, is all set to showcase the brand’s “disruptive” pieces on and off the course. Having been sponsored by the Korean brand Anew previously, she mentioned that the clothing was “really nice, Malbon is a more established brand with a stronger global footprint, and that appeals to me. I love the fact the clothing is transferrable from the course to the street. I love the thought of not having to change when I leave the golf course to meet a friend or go out for a few drinks.”

Hull also expressed appreciation for Malbon’s global footprint and versatile clothing that seamlessly transitions from the golf course to everyday life. Lee, who was sponsored by a small Korean brand for eight years but became impressed with Malbon’s “uniqueness that deviated from the typical golf wear style. When Malbon Golf was launched in Korea, it had a great influence [and] changed the paradigm of golf wear” in that market. Like Hull, she liked that the line is functional for when she’s playing but can also be worn off the course. “Style is as important as performance for golf wear. I think I’ll fit well in Malbon Golf with its sensible and stylish design. I’m looking forward to this season.” Her first tournament will be the Seri Pak LA Open, March 21 to 24 in Palos Verdes, California.

4. LIV Golf to unveil field changes ahead of 2024 season

In 2024, a significant transformation awaits the LIV Golf League, with an expansion of field sizes from 48 to 54 players. Under the captaincy of marquee signee and Masters champion Jon Rahm, the addition of a 13th four-man team elevates the initial 48 to 52 players. As bunkered.co.uk discloses, this is further extended to 54, accommodating two unsigned individuals.

Discussions around the details, including a reserved spot for the Asian Tour leader and a ‘wild card,’ are ongoing. These additional players are eligible for LIV Golf ranking points and potential prize money. While league officials remain tight-lipped, insiders anticipate the debut of this change at the season opener in Mayakoba, Mexico, from February 2-4. The renowned shotgun start persists, featuring 18 three-balls simultaneously, enhancing the dynamics of the season.

5. Nike x Smash GC collaboration

Smashing into 2024 ❗️💥⛳️ pic.twitter.com/AxEBhPWa4t

— Smash GC (@SmashGC) January 10, 2024

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Nike, the sports goods giant, has joined forces with the LIV Golf team Smash GC, led by captain Brooks Koepka, for the upcoming season. This collaboration follows Nike’s recent departure from its 27-year association with Tiger Woods, ending just days ago. Speculation about a partnership between Nike and Koepka surfaced last May after the golfer’s historic win at the 2023 PGA Championship. Although initial reports suggested a potential USD 2 billion investment, the recent announcement indicates a carefully crafted move that has been in the works.

Marking the most significant commercial breakthrough for a LIV Golf team or player, this partnership may pave the way for more alliances as the parallel league gears up for its second full season in Mexico. With world number 3 Jon Rahm joining the Saudi Arabia-backed venture, previously closed doors may now swing open for LIV Golf.

As 2024 unfolds, professional golf witnesses a sartorial revolution. Woods is exploring non-Nike options, male golfers are embracing Lululemon, and Smash GC has hinted at a major move after parting ways with its 27-year partner. The golfing landscape is primed for transformation.

6. Tiger Woods hints at new golf brand

🚨🔴⚫️ TaylorMade Lifestyle Ventures LLC trademark fillings from 01/18/2024 👀. #SundayRed @TWlegion @LIVGolfUpdates pic.twitter.com/KAeijpqLxg

— NUCLR GOLF (@NUCLRGOLF) January 20, 2024

In the ever-evolving landscape of golf partnerships in 2024, Tiger Woods has made waves by hinting at the launch of his own golf brand, Sunday Red, in collaboration with TaylorMade. The world of golf saw a new turn as trademark applications submitted to the United States Patent and Trademark Office revealed the venture by TaylorMade Lifestyle Ventures LLC. The iconic golfer, after parting ways with Nike, had previously considered creating his own brand.

The trademark applications showcased potential logos, including a minimalist sketch of a leaping tiger and various renditions of the ‘Sunday Red’ wording. This prospective brand looks poised to encompass a comprehensive range of golf products, from apparel and footwear to eyewear and sports equipment, giving fans and enthusiasts something to look forward to.

7. Flag & Anthem unveils Keegan Bradley as their new ambassador

Flag & Anthem has proudly unveiled its Spring 2024 performance golf campaign, introducing Keegan Bradley as its inaugural golf ambassador. Ranked 16th in the Official World Golf Rankings, Bradley brings his prowess to the Flag & Anthem brand, showcasing their new performance golf line and signature logo during all tour events.

Expressing his excitement to start the 2024 season with a new apparel sponsor, Bradley told BusinessWire, “It feels amazing to join Flag & Anthem as their first golf Ambassador. I would like to thank the team at Travis Mathew for their support and friendship over the last 11 years, but I just decided it was time to make a change. I have been really impressed with the quality of the Flag & Anthem product, I have already seen the benefit of the performance fabrics, competing in the heat and humidity of Hawaii. I look forward to working with them to continue to develop the golf line and drive the brand forward getting the product into more facilities and stores across the world. It is fantastic to be involved with such a forward-thinking, energetic group of people and I am excited to see what the future holds.”

(Main and featured images: Bad Birdie )