Under Armour forges strategic partnership with Topgolf

Under Armour, the U.K.’s number one men’s golf apparel brand*, has announced a new strategic partnership with Topgolf Entertainment Group, a global sports and entertainment community that connects millions of people through experiences, innovation and fun.

The partnership will see the two companies collaborate in the U.K. on a number of innovative projects to engage with fans and players, from events and new product launches, to powering the Topgolf Coach U.K. team through its industry-leading performance apparel.

The Topgolf Coach U.K. coaches are the casual gamers’ first entry point to the full game of golf. The program takes players on a journey from the hitting bays to the fairway and represents a crucial step in helping to grow the game, whether that’s through summer camps for kids or individual one-to-one tuition.

Richard Palmer-Jones, Partner of PJH Brand Management, official partner of UA Golf in the U.K. & Europe said, “When we looked around the industry for potential brand partners who shared our desire to consistently deliver innovation to the customer and drive the game of golf, Topgolf was the standout company. We are both experiencing phenomenal growth globally through a fresh approach to golf – driven by inclusion, excitement and fun – and we are so excited to formally announce this partnership.”

Andrew Agnoli, Head of Topgolf Coach U.K. said, “We are thrilled to partner with Under Armour as we share the same values and approach to sports and golf. Our drive to offer fresh, innovative options to golfers and non-golfers alike makes this a great partnership. I am looking forward to what we can do together.”

Both companies are championing a ‘Commitment to Play Safely’ as they navigate through the next few months, while encouraging many fans to participate and play golf again as the sport enters  a new Majors season in the next few weeks.

Under Armour, which recently launched the UA Sportsmask, has also developed COVID-19 screens for over 450 of its green grass retailers in the U.K. to keep them trading safely, while Topgolf has introduced a number of new measures to keep Guests and Associates safe, including guidelines around social distancing, Associate health protocols and enhanced venue cleanliness.

*According to Golf Datatech’s UK On/Off Course golf retail full year market reports 2016-Present.