Feb 01, 2010 at 03:25 PM
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Callaway Sponsors CBS' Super Bowl Pre-Game

Callaway and CBS Sports have signed an agreement that makes the golf equipment manufacturer the presenting sponsor of the Super Bowl Today pregame show this Sunday. The partnership marks the first ever Super Bowl pregame sponsorship struck by a stand-alone golf company.

Callaway Golf will use the coveted 5:00 – 5:30 PM slot to showcase their 2010 product line, headlined by the company's new Diablo Edge golf clubs. The Diablo Edge line, which includes drivers, fairway woods, hybrids and irons, will start selling at retail on February 15th.

"The Super Bowl has grown to become an unofficial American holiday and presents an unparalleled promotional platform," said George Fellows, President and CEO, Callaway Golf. "There is no bigger, bolder way for us to position Callaway as the global leader in golf than to partner with CBS on the most-watched event of the year."

The 30-minute sponsorship includes a Callaway-themed opening interstitial to introduce the company's presence, as well as product and branding exposure on the CBS set throughout the half hour. Callaway Golf Staff Professional Phil Mickelson is slated to appear in an additional segment to run during the sponsored programming.

"We have had a long-standing relationship with Callaway Golf through our PGA Tour programming," said John Bogusz, Executive Vice President Sales and Marketing, CBS Sports. "We are extremely excited the brand is taking advantage of this tremendous opportunity."

Last year's Super Bowl pregame show drew a Household rating/share of 11.6/24, and featured a viewership of 21 million between 5:00 – 5:30 PM EST.

"We understand the pent-up desire for cutting-edge products that has been building through the recession as consumer spending declined," said Jeff Colton, Senior Vice President, U.S., Callaway Golf. "Our 2010 product line featuring Diablo Edge has been generating a great deal of excitement within the golf industry, and we're looking forward to introducing it to a mainstream audience."