Callaway Golf and CBS Sports have reached an agreement that establishes the golf equipment manufacturer as a presenting sponsor of Sunday’s Super Bowl Today pregame show. It’s the first time a stand-alone golf manufacturer has purchased such rights.

The 30-minute sponsorship includes a Callaway-themed opening interstitial to introduce the company’s presence, as well as product and branding exposure on the CBS set throughout the show. Phil Mickelson, Callaway’s primary pitchman, is slated to appear in an additional segment to run during the sponsored programming.

Callaway will also use the Super Bowl platform to debut 90 seconds of commercial time that will feature the company’s focus on technological innovation and its 2010 products. Terms of the partnership were not disclosed.

Super Bowl pregame sponsorships are regarded as an aggressive and effective way for marketers to reach a substantial mainstream audience that culminates as the game’s kickoff approaches. Last year’s Super Bowl pregame show drew a Household rating/share of 11.6/24, and featured a viewership of 21 million during the 5:00 – 5:30 p.m time slot.

“We understand the pent-up desire for cutting-edge products that has been building through the recession as consumer spending declined,” said Jeff Colton, Senior Vice President, U.S., Callaway Golf. “Our 2010 product line featuring Diablo Edge has been generating a great deal of excitement within the golf industry, and we’re looking forward to introducing it to a mainstream audience.”

[Via thegolfchannel.com]

The Tour Authentic looks like a FT3 from address; the face resembles the Hyper X, while the sole incorporates the new Ft-9 design. Looks like a nice blend of Callaway’s best.

Rumors are that the Tour Authentic FT-9 is coming to retail in November, but we cant be sure yet.

[Via GolfWRX.com]

Golf.com’s David Dusek confirmed while speaking with Callaways lead designer Roger Cleveland that Phil Mickelson is using a new PM Prototype Hybrid this week at the U.S open.  Although its still in prototype phase Phil himself provided a lot of input in its build.

Previously Phil was using Callaway Golf’s FT Hybrid off and on depending on the tournaments course venue.

Roger Cleveland did not divulge any specifics on the club, its design, or the technologies used but Mickleson did speak to reporters saying:

“This is a special club I actually made, taking the back part of the hybrid out so that I can open it way up and get through that thick rough.”

Of course its far to early to confirm if this club will make it into retail release but it was still a great find by David Dusek and we felt is was worthy to report on.

It looks pretty good to me, very simple from what we can see from the small image, I can barely make out the word’s Callaway & Prototype on it. By what Phil Mickleson is saying it appears the logic is somewhat similar to a wedge with trailing edge relief to help him open it up. That makes good sense if you plan on being in the rough a lot.

[Via golftoimpress.com]

The new 2009 X Forged irons will be part of a large update coming from Callaway in the next few months. They will also be releasing new X-22 and X-22 Tour irons, along with the new FT-iQ, FT-9, and Big Bertha Diablo drivers.

The irons will contain a forged 1020 carbon steel construction, flighted CG design, progressive dual notch weighting, and project x flighted shafts.

We will provide more detailed pictures and news as they become available. For now everyone is expecting great things from an update of an already reasonably easy to hit, blade style iron.

The Callaway Forged X Prototype Blade was apart of the Tour Authentic release and cannot be overlooked. They come from a company that has based their goals on forgiveness and not necessarily the workability achieved from a blade, which is why they are only offered in limited amounts.

If you can find a set, they will feature a X-Muscle flighted design which places the center of gravity in the shorter irons at the highest muscle point and progressively moves it to the lowest point in the longer irons. This allows for trajectory control which moves to the lowest in the long irons for high, soft landing shots.

They are also made from soft 1020 carbon steel and are forged by the famed Endo manufacturing facility. All in all these irons offer a good balance of forgiveness and feel when it comes to the blade style category.

Callaway’s updates to its “Tour Authentic” Line seem to be similar to the TP line that TaylorMade offers. A bit pricey, but completely inspired and used by tour players.

Callaway’s new drivers will be taking advantage of the new USGA rules on adjustability for 2008. The FT-5 and FT-i driver heads will be sold without a shaft and will come with a tool that will easily allow the player to change between a mixture of 50 different types of compatible shafts. This will allow the buyer to easily match their club setup with the exacts specs meant for their swing.

The FT-i will be available in either draw or neutral weighting with 9º, 10º, and 11º lofts.

The FT-i Tour will be availble in the new Low Center of Gravity model in both draw and neutral with lofts of 9.5º and 10.5º degrees.