Eyeing European sales, Cobra signs Edfors
Monday, February 14, 2011
European Tour winner Johan Edfors, already a Puma Golf endorser, has signed a deal to support the company’s merger partner – clubmaker Cobra Golf.
The two companies became one entity in April and has expressed interest in having its tour staff players endorse both brands to capitalize on cross-marketing opportunities. Since the merger’s completion, Cobra-Puma Golf thus far has signed one player – phenom Alexis “Lexi” Thompson – to a two-brand deal. Previously, each brand signed its own players. For example, Cobra touted its players, including Camilo Villegas and Ian Poulter; Puma promoted its apparel deals with Rickie Fowler and LPGA member Anna Nordqvist.
In addition to wearing Puma apparel and footwear, Edfors, 34, now also will play Cobra clubs and be featured in Cobra marketing campaigns and participate in consumer and trade events. He is expected to use Cobra driver and fairway woods, a Cobra Baffler and Cobra Pro CB irons.
“His signing demonstrates our focus and expansion in the European market,” said Bob Philion, president of Cobra-Puma Golf.
A native of Varberg, Sweden, Edfors is a former member of the University of Texas at San Antonio golf team. He turned pro in 1997, refined his skills on the Challenge Tour – where he won twice in 2003 and topped its Order of Merit – and moved on to the European Tour. In 2006, Edfors won the European Tour’s TCL Classic, Quinn Direct British Masters and Scottish Open. This year, Edfors has competed in six European Tour events; his best finish thus far was T8 at the Scottish Open.