Callaway buys into Super Bowl pre-game show

What do Phil Mickelson and the Super Bowl have in common?

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The Callaway Golf pitchman is scheduled to appear during the Super Bowl XLIV pre-game show Feb. 7 as part of the company’s advertising buy.

It’s the first time a standalone golf company has sponsored a portion of the Super Bowl telecast.

Callaway will promote its new Diablo Edge line during the 5-5:30 p.m segment. The sponsorship includes a Callaway-themed opening to introduce the company’s presence, as well as product and branding exposure on the CBS set throughout the half hour.

Callaway also will debut an ad campaign that will feature the company’s focus on technological innovation and its 2010 products.

Terms were not disclosed.

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