It was almost a Nascar moment for golfer Phil Mickelson as he publicly thanked Callaway Golf on ESPN/ABC's telecast after he won the British Open on Sunday. "Lefty" even sent a few "Atta-boys" to the company technicians who designed the Callaway X Hot 3Deep Fairway Wood he used to reach the Par 5 17th hole in two shots.
Mr. Mickelson has played with Callaway golf clubs since 2004. But his sponsor didn't pay Mr. Mickelson for the on-air plugs, according to the company. That was "just Phil being Phil," said Jason Finley, Callaway's director of marketing.
"He's a very authentic, genuine person. He really appreciates our efforts, particularly our R&D team," said Mr. Finley.
And Callaway obviously appreciates the British Open win. As Mr. Mickelson fired a final-round 66 to beat Tiger Woods and other contenders, Mr. Finley had an eight-person team working at the company's San Diego-area offices to prepare an ad campaign capitalizing on his win.
First, Callaway used social media to congratulate Mr. Mickelson and spread the word about the Callaway woods, irons and wedges, Odyssey putter and the HEX Chrome+ golf ball he played in Scotland.