Huntington Beach, California, United States: In a global alignment strategy, the sports business for Sumitomo Rubber Industries, Ltd (SRI) will be affiliated under the Dunlop brand umbrella.

Currently operating as Srixon/Cleveland Golf/XXIO, SRI’s North American sales company Roger Cleveland Golf Company, Inc (RCGC) will now be doing business as Dunlop Sports Americas. 

Based in Kobe, Japan, SRI is a global leader in tyres, materials, industrial products, and sports with nearly US$8 billion in yearly sales revenue.

The alignment of golf and racket sports branding in North America will showcase the global breadth and scope of the Dunlop business.

“With a proud, rich history, Dunlop has long been a leader in sports innovation and quality,” said Scott Carlyle, Senior Vice President of Global Marketing at Dunlop.

He added: “Building on Dunlop’s existing awareness and brand strength, we wanted to align the branding of the US sports business to be consistent with our other top strategic regions, including Japan and South Korea.

“Over time, we expect sports enthusiasts worldwide will recognise Dunlop as a mark of performance, quality, and innovation, and more easily recognise the vast resources, influence, and scope of our global sports business.”

In 2017, SRI added the Dunlop brand in the sports category in North America through an acquisition. With global synergy now possible, the common and consistent use of Dunlop branding will allow for better recognition of the global scale of the sports business.

Srixon, Cleveland Golf and XXIO golf brands will retain their current identities, branding, and positions in the market under Dunlop Sports Americas corporate brand.

Beginning with this week’s Masters Tournament, the first men’s Major of the year, the Dunlop logo will start to make its way on Tour, including on the back of the headwear of defending champion Hideki Matsuyama and all Tour players contracted for headwear.

Srixon and Cleveland Golf will continue to feature prominently on Tour with Srixon remaining the primary brand on all staff bags and headwear. For racket sports, Dunlop will remain as the featured brand on products and athletes.