Callaway Golf Europe has debuted CHARM, a new original film that provides a window into the soul of Portrush. It pays tribute to golf’s enduring connection with the people and the place intertwined with the golf course.
Narrated with warmth by acclaimed actor and Portrush resident, James Nesbitt, CHARM takes viewers on a journey through the rituals and relationships that define this unique coastal town.
From the harbour to the fairways, it is a story of a community and landscape shaped by golf, where the game is woven into the rhythm of daily life.
Shot on location by Callaway Media Productions Europe, the film captures the sights and sounds of one of golf’s most iconic seaside towns as it prepares to host the British Major once again. There are appearances from locals, including Matt McAlpin, owner of the beloved Harbour Bar, along with the greenkeepers working in earnest to ready the fairways at Royal Portrush. The film also features Callaway’s July Major Tour bag which has been unveiled today.
Alongside townsfolk, the film includes well-known faces with deep ties to the area and the upcoming tournament — including defending Open Champion, Xander Schauffele. There is also a brief nod to the narrator, shown grimacing while holding a photo of Jamie Dornan, a fellow Royal Portrush member, Northern Irishman, and golf enthusiast. The image appears among cherished memorabilia on a wall at the iconic Harbour Bar.
“With CHARM, we set out to tell a story that’s both local and universal,” said Chris Gregg, Marketing Director, Callaway Golf Europe. “In Portrush, the town, the links and the sea are inseparable. The film showcases how the game is about more than the iconic course — it’s about the people, the place, and the invisible thread that ties them together.”
July Major Tour Bag
Callaway’s Limited Edition July Major Tour Bag – inspired by Portrush – has also been unveiled today. Used by all Callaway Staffers during the British Major, the bag features a bold graphic of Dunluce Castle standing between a vivid turquoise sea and sky, with bright orange life ring zips and rope netting on its side panels.
CHARM is available to watch now across Callaway Golf Europe’s social and digital channels. It will also air daily in 60 second TV commercial spots on Sky Sports during the Major tournament days (Thursday 17th July – Sunday 20th July), bringing the story of Portrush to golf fans across the UK and Ireland.
