Strengthen "DUNLOP" brand equity in Golf Business "DUNLOP" logo will be appeared on the golf cap putting on Contracted players
Feb. 15. 2022
Sumitomo Rubber Industries, Ltd. is pleased to announce that we will take initiatives to strengthen "DUNLOP" brand equity in our Global Golf Market, starting with the opening of Japan domestic golf tour in March 2022.
To expose the "DUNLOP" brand name in the global Golf tournaments, we will change the logo on backside of golf cap from current "SRIXON" to "DUNLOP". This will be implemented accordingly along with the tournament schedule.
As a part of the Brand equity strengthen initiative, name of the overseas sports business subsidiaries will change to the one with DUNLOP.
Since 2017, acquiring the global DUNLOP trademark rights in the field of sports, we have been making our effort to DUNLOP brand presence mainly in the racquet sports business, including the provision of DUNLOP tennis balls as the official balls for the Australian Open, one of the four major tennis tournaments. In golf, on the other hand, the DUNLOP brand had been used only as a business brand in Japan, Taiwan, and Korea.
In the future, we will gradually utilize the DUNLOP brand as a business brand for golf in every region and country, not just in Japan, Taiwan and Korea.
This will enhance DUNLOP brand presence in the Sports business, and we will develop it into further brand equity as DUNLOP , not just in Sports business, but also in Tire and Hybrid business.
News Release： "Sumitomo Rubber Completes Acquisition of DUNLOP Brand Business from Sports Direct International"
https://www.srigroup.co.jp/english/newsrelease/2016/2016_124.html
■ Initiatives to strengthen "DUNLOP" brand equity in Golf business
(1) To put the DUNLOP logo on the back side of Golf cap for our Contracted players
With the aim of improving the brand's presence globally, the logo on the Golf cap for Contracted players playing in global golf tournaments will be changed from "SRIXON" to "DUNLOP" from March this year onward.
(2) Change of company name: Overseas sports business subsidiaries
As a part of the Brand equity strengthen initiative, name of the overseas sports business subsidiaries will change to the one with DUNLOP.
Sales Subsidiary in Australia（Name change effective since January 1, 2022）
(New Name) Dunlop Srixon Sports Australia Pty. Ltd.
(Old Name) Srixon Sports Australasia Pty. Ltd.
Subsidiary of Tennis ball Manufacturing in Thailand （Name change effective since January 1, 2022）
(New name) Dunlop Srixon Sports South Africa (Pty) Ltd.
(Old name) Srixon Sports South Africa (Pty) Ltd.
Sales Subsidiary in South Africa （Change planned as below）
(New Name) Dunlop Srixon Sports South Africa (Pty) Ltd.
(Old Name) Srixon Sports South Africa (Pty) Ltd
【Message from Hideaki Kawamatsu / Senior Executive Officer, General Manager of Sports Business HQ】
DUNLOP, born at the end of the 19th century as a tire brand in England where it is the birthplace of golf. DUNLOP entered the sports industry with introducing golf balls in 1909 and since then the brand has been making its history in Golf business and DUNLOP golf balls have been a constant leader in the evolution of golf balls.
There were several balls, such as long-selling one the DUNLOP 65, with brilliant achievements in the world Golf tournaments.
The advanced DNA and technology of the DUNLOP UK has been passed down to the current XXIO and SRIXON.
In order to revitalize the DUNLOP brand, we will gradually utilize it as a business brand in addition to lineup of current product brands; XXIO, SRIXON, and Cleveland Golf.
We appreciate continued support to our brands.
To expose the "DUNLOP" brand name in the global Golf tournaments, we will change the logo on backside of golf cap from current "SRIXON" to "DUNLOP". This will be implemented accordingly along with the tournament schedule.
As a part of the Brand equity strengthen initiative, name of the overseas sports business subsidiaries will change to the one with DUNLOP.
In the future, we will gradually utilize the DUNLOP brand as a business brand for golf in every region and country, not just in Japan, Taiwan and Korea.
This will enhance DUNLOP brand presence in the Sports business, and we will develop it into further brand equity as DUNLOP , not just in Sports business, but also in Tire and Hybrid business.
News Release： "Sumitomo Rubber Completes Acquisition of DUNLOP Brand Business from Sports Direct International"
https://www.srigroup.co.jp/english/newsrelease/2016/2016_124.html
■ Initiatives to strengthen "DUNLOP" brand equity in Golf business
(1) To put the DUNLOP logo on the back side of Golf cap for our Contracted players
With the aim of improving the brand's presence globally, the logo on the Golf cap for Contracted players playing in global golf tournaments will be changed from "SRIXON" to "DUNLOP" from March this year onward.
The image shown left is an example.
(2) Change of company name: Overseas sports business subsidiaries
As a part of the Brand equity strengthen initiative, name of the overseas sports business subsidiaries will change to the one with DUNLOP.
Sales Subsidiary in Australia（Name change effective since January 1, 2022）
(New Name) Dunlop Srixon Sports Australia Pty. Ltd.
(Old Name) Srixon Sports Australasia Pty. Ltd.
Subsidiary of Tennis ball Manufacturing in Thailand （Name change effective since January 1, 2022）
(New name) Dunlop Srixon Sports South Africa (Pty) Ltd.
(Old name) Srixon Sports South Africa (Pty) Ltd.
Sales Subsidiary in South Africa （Change planned as below）
(New Name) Dunlop Srixon Sports South Africa (Pty) Ltd.
(Old Name) Srixon Sports South Africa (Pty) Ltd
【Message from Hideaki Kawamatsu / Senior Executive Officer, General Manager of Sports Business HQ】
DUNLOP, born at the end of the 19th century as a tire brand in England where it is the birthplace of golf. DUNLOP entered the sports industry with introducing golf balls in 1909 and since then the brand has been making its history in Golf business and DUNLOP golf balls have been a constant leader in the evolution of golf balls.
There were several balls, such as long-selling one the DUNLOP 65, with brilliant achievements in the world Golf tournaments.
The advanced DNA and technology of the DUNLOP UK has been passed down to the current XXIO and SRIXON.
In order to revitalize the DUNLOP brand, we will gradually utilize it as a business brand in addition to lineup of current product brands; XXIO, SRIXON, and Cleveland Golf.
We appreciate continued support to our brands.