New Zealand-based company Golfersskin is expanding its reach in international marketing through the sponsorship of golf tournaments, a strategy that is proving particularly successful in the US.
The combination of better exposure for the brand through golfing tournaments and rising awareness of prolonged exposure to the sun has seen the company grow significantly over the last year, following its launch in 2010.
Expansion into the US market
Although the company’s expansion aims have been worldwide, it has proven to be particularly popular in the US, where it began by sponsoring the PGA Tour during the course of 2012, a tactic that has proved to be very successful.
"Our first full year on tour has been very exciting and we look to build on our significant PGA Tour player usage in 2013,” said Golfersskin USA CEO Ben Steward.
“We ended 2012 with 173 PGA Tour players, including 8 of the top 10 in the world, trusting their health and performance to Golfersskin and we couldn't be more happy with the trust these players place in our products." Steward continued.
Building on the success with further sponsorship
The company believes that its sponsorship of golfing events has been a winning formula for the growth of the brand and the business, and says it wants to expand its sponsorship position in 2013.
With the beginning of the PGA Tour 2013 last week, the company says it is now sponsoring more players than ever for the Hyundai Tourament of Champions.
Of the 30 players in the field this week, 23 are Golfersskin loyalists and I expect more players to come on board this week and in the weeks ahead." said Ron Graham, PGA Tour Representative for Golfersskin.
Likewise, the company also says that this position is helping to translate into further distribution for the product range in ‘green grass’ outlets throughout the US.
Sweat resistant and flesh colored zinc formula
The sweat resistant and water resistant line has been specially designed to accommodate the specific needs of golfers, who are often exposed to harsh sun for prolonged periods of time, necessitating a high level of sun protection.
The line is formulated with UVA and UVB sunscreens and has a non sticky and non greasy texture that has been specifically designed not to rub off during sweaty, or to impact the golfers grip on a club.
Incorporating Zinc Dioxide, the manufacturers have even thought about the white streaky effect that characterizes this ingredient by making it a flesh colored tone so it blends in better the complexion of the wearer.