
Last week,
Callaway Golf announced that they had signed
Justin Timberlake to a sponsorship deal. Timberlake isn't a professional golfer (does anybody not know that?) but he dated Brittney Spears, was a member of 'N Sync, and loves golf. Hardly seems like a reason to sign a celebrity to a club deal, but I'm not a marketing whiz, so what do I know.
Tom Rotunno, on Darren Rovell's CNBC blog,
writes that "Timberlake won't be used in Callaway advertising, [but] he will play a full complement of Callaway Golf clubs, golf balls and will carry a bag branded with the company's logo."
Terms of the deal weren't announced, but assuming that actual money was involved, I'm not sure how the few hundred people who see Timberlake on the course every year toting a nifty new Callaway bag will put much of a dent in sales.
But Timberlake is a celebrity and sometimes that's all it takes. Rotunno talked to the brainiacs behind the Davis-Brown Index (according to
Wikipedia, DBI "is an independent index for brand marketers and agencies that determines a celebrity's ability to influence brand affinity and consumer purchase intent.") to run the numbers and
here's the deal: