Sumitomo Rubber Industries, the company that owns the Srixon, Cleveland and XXIO golf brands, has signed up four-time major champion Ernie Els as a global ambassador for XXIO.
The 48-year-old South African, whose last major victory came at the Open Championship in 2012, and who was inducted into the World Golf Hall of Fame the year before that, will play with a mixture of Srixon, Cleveland and XXIO equipment on tour, as well as using a XXIO bag.
“I’m proud to be on board as XXIO’s new global ambassador,” said Els, who has won 70 professional tournaments around the world during a 30-year career. “Srixon and Cleveland are successful brands in golf, with a proven track record, and I’m familiar with the company’s products, so that’s an easy fit for me. In fact, I won both my US Opens using Cleveland wedges and I’ve always loved those clubs.”
He added: “XXIO is perhaps a less familiar name in certain parts of the world, but trust me, this company is really going places. They’ve been the No.1 equipment company in Japan over the past 17 years, now the market leader in Korea and New Zealand, and the growth has been dramatic. They have a range of high quality products and some innovative technologies that help the average golfer get more out of their game. I’m all for that. And they have big ambitions, too.
“Actually one of the things I’m looking forward to is being able to assist in their product development and obviously, with me playing an international schedule, help create an uplift in brand awareness as the company expands around the world. These are the kind of multi-dimensional, professional partnerships that really interest me. Honestly, it’s exciting to be part of the team.”
Scott Carlyle, senior vice president of global marketing for XXIO, said: “As one of golf’s most respected and influential players, we’re thrilled to welcome Ernie as our global ambassador for XXIO,” said. “It is a rare and special opportunity to work alongside someone of Ernie’s calibre, whose efforts on and off the course have been simply astounding. We are looking forward to many years of great work together.”