Golf: SRI bolstering Dunlop brand equity

In addition to producing Dunlop tyres in certain international markets, Sumitomo Rubber Industries (SRI) has held the global trademark for the Dunlop brand’s use on sporting goods and licenced products since 2017. In a move intended to enhance brand equity amongst golfers and fans of the sport, SRI is adding the Dunlop name to the caps worn by its contracted players. Starting with the Japan Golf Tour in March 2022, Dunlop will appear in place of the Srixon logo currently found on the back of these caps.

In addition, SRI has changed and is changing the names of its overseas sports business subsidiaries to include the Dunlop moniker. From 1 January 2022, its sales subsidiary in Australia and tennis ball manufacturing company in Thailand are respectively known as Dunlop Srixon Sports Australia Pty. Ltd. and Dunlop Srixon Sports Manufacturing (Thailand) Co., Ltd. SRI also intends to update the name of its sales subsidiary in South Africa to Dunlop Srixon Sports South Africa (Pty) Ltd.

Eagle-eyed spectators at the Australian Open may have noticed the Dunlop name upon the SRI-supplied official tennis balls. These balls result from rebranding efforts that began more than four years ago but have so far focused upon the racquet sports business. To date, SRI has only used the Dunlop brand for golf products in Japan, Taiwan and Korea, but this will now change. The company intends to gradually roll out Dunlop for golf in every region and market.

A constant leader

Commenting on these developments, Hideaki Kawamatsu, general manager of SRI’s Sports Business, remarks that as a brand originating in the UK, Dunlop comes from the birthplace of golf. He notes that the brand has made history in the golf business since the first Dunlop golf balls were introduced in 1909, and the brand has been a “constant leader in the evolution of golf balls.” Kawamatsu points to balls such as the 1934-introduced Dunlop 65 as evidence of the brand’s influence over the years. “The advanced DNA and technology of the Dunlop UK has been passed down to the current XXIO and Srixon,” he adds. “In order to revitalise the Dunlop brand, we will gradually utilise it as a business brand in addition to (our) line-up of current product brands; XXIO, SRrixon, and Cleveland Golf.”