Callaway 2009 Annual Report Download - page 6

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Spearheading our strategic initiatives, we recently opened a new subsidiary, Callaway
Golf India. India is a country that has a rich history in the game. In fact, the Royal Calcutta
Golf Club was established in 1829, making it the oldest golf club in the world outside
of Great Britain. To raise Callaway’s profile in India, we added Jeev Milkha Singh, the
country’s top-ranked golfer, as one of our newest staff players and he will serve as our
brand ambassador for Callaway Golf India.
We remain cautiously optimistic that 2010 will be a year of recovery. Global economic
conditions have started to stabilize and look to be on the upswing. A continuation of
these trends, together with foreign currency rate improvement, will set the stage for a
much improved financial performance in the coming year. The difficult steps undertaken
in 2009 have positioned us to take full advantage of the economic recovery as it unfolds.
Adding to our optimism is a strong 2010 product line that has been generating an
unprecedented level of excitement in the marketplace. This is a testament to our continued
investment in Research & Development, as well as our R&D group’s ability to continually
engineer the most technologically advanced equipment in golf. As evidence, we won
the most medals (15) and most gold medals (10) in Golf Digest’s recent “Hot List” review
of new product offerings from all golf manufacturers. We also received accolades for
our Callaway uPro GPS device, which Popular Science awarded with a 2009 “Best of
What’s New” distinction.
On the marketing front, we are committed to reaching beyond the traditional golf audience
and have launched an extensive outreach program. Earlier this year, we took a bold step
and sponsored the Super Bowl Today Pregame Show on CBS in the lead-up to Super
Bowl XLIV, which turned out to be the most-watched program in television history.
Another well-publicized event was the Million Dollar Diablo Shootout charity event in
Las Vegas with Callaway Brand Ambassador Justin Timberlake. While Justin didn’t make
the hole-in-one that would have earned the Shriners Hospitals for Children a $1 million
donation, the event garnered extensive national exposure for the launch of our Diablo
Edge products.
C A L L A W A Y G O L F C O M P A N Y