Marcus Armitage’s Epic ‘Farthest Shot In Golf’ nominated for two prestigious Sports Industry Awards

The most watched and engaged-with piece of European Tour content ever, produced together with Callaway, has been nominated for two prestigious sports industry awards.

As an Official Partner of the European Tour, Callaway came together in April of this year with the European Tour’s Content Team to stage a spectacular Guinness World Record attempt of epic proportions: ‘The Farthest Shot in Golf’, which has now been shortlisted at both the Leaders in Sports Awards (Content Creation category) and Sports Business Awards (Best Brand Activation involving Sport category).

Filmed on a runway in York, Callaway Staff Professional Marcus Armitage had to land a golf ball into a moving car at a distance of over 273 yards to break a record previously set in 2012.

He was assisted by former British Touring Car Championship driver and ITV commentator, Paul O’Neill, at the wheel of a BMW M8 Competition Convertible sports car.

Marcus’ quest to set a new world record, captured on film, was one of the most ambitious projects ever undertaken by the European Tour and needed 12 cameras, two cranes, 39 onsite crew and a car travelling at a speed of over 170mph.

The epic journey to eventual success – Marcus’ new record drive was caught in the car 303 yards (277.06m) down the runway – quickly became the most watched and engaged with piece of European Tour content of all time.

It received 35m views, 3.1m engagements and 44m impressions, with many more additional views coming via third-party posts and shares.

On receiving the award nominations, President and Managing Director, Callaway EMEA, Neil Howie, commented: “This was a wonderfully creative idea, brilliantly executed by all the teams involved. We are so proud to have played a significant role in bringing it to life. The world record attempt went well beyond typical golf fans, and entertained and engaged such a varied and far-reaching audience.”

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As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.