Background

Callaway and LIV Golf represent both the traditional and modern eras of the global golf industry. Seeking to capitalize on the sport's growing digital audience, both brands aimed to expand their brand awareness and drive high-converting social engagement through strategic creator partnerships.

The Game Plan

CALLAWAY:

In November 2025, Callaway, who had already done previous campaigns with OpenSponsorship, decided to do a new campaign focusing on the promotion of their new Fairway Bag Series. The 2-month roadmap focused on:

• Golf Creators and Athletes: Utilizing college athletes with a large influence, as well as creators who can feature their bag often, to create authentic, localized content.

• Feature Showcase: Capitalizing on the hype of the new Callaway bag by having creators produce authentic "unboxing" and "What's In My Bag" style content to highlight its on-course functionality
  

• High-Conversion Targeting: Leveraging smaller, highly active creator communities (resulting in a 9.1% engagement rate) to ensure the new product was put directly in front of the consumers most likely to convert.

LIV GOLF:

In August 2024, LIV signed up to work with OpenSponsorship for getting a more in-depth look of what their tournaments were actually all about. The ideal goals were to:

• Expand the Reach: Using creators with massive, highly active followings to generate widespread awareness and showcase the energy and scale of LIV Golf events to a broad demographic.

• On-the-Ground Experiential Content: Capturing the true atmosphere of the tournaments by having creators share authentic, behind-the-scenes content—showing fans the in-person experience that traditional broadcasts often miss.

• Mass-Scale Engagement: Building a curated roster of 10 high-impact creators to drive viral visibility, ultimately generating nearly 2 million views and an incredible 10.7% engagement rate.