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New Ads Go “Inside the Cup” with Personalities Scott Van Pelt and Di Stewart

Fairhaven, MA (April 18, 2009) – Titleist, the #1 ball in golf, launches a new television advertising campaign for its NXT golf ball microbrand featuring golf announcers Scott Van Pelt and Di Stewart.  The ads, which feature a bold yellow, black and white set literally positioned “Inside the Cup,” spoof a point-counterpoint-type talk show with the two personalities discussing a variety of golf topics.

Among the subjects up for debate during the nine humorous 30 and 45 second spots include golf etiquette, long game vs. short game, match play vs. medal play, carry or ride, pace of play, and new groove restrictions, among others.  Three of the new commercials will debut this weekend during network coverage of the Verizon Heritage.

Van Pelt has been the lead professional golf reporter at ESPN since 2001.  He has since become a SportsCenter anchor and host of the network’s coverage of golf’s major championships.  He is also co-host of the Tirico and Van Pelt Show on ESPN Radio alongside Mike Tirico.  Van Pelt joined ESPN from the Golf Channel where he was an anchor and reporter from 1994-2000.  At the Golf Channel, Van Pelt was co-host of Golf Central, Leaderboard Report and Viewer’s Forum – all signature studio programs for the network.

Stewart is a popular member of the Sky Sports team in the United Kingdom.  She is host of Sky’s “Golf Night,” after previously anchoring Sky Sports News.  Di joined Sky Sports in February 2003 and has worked on a variety of sports including golf, tennis, boxing, football and rugby before moving into her current position.

Inside The Cup
Scott Van Pelt and Di Stewart on the set of Inside The Cup

Click image to download hi resolution.

While presented in a lighthearted and entertaining way, the concept behind the “Inside the Cup” campaign focuses on the winning quality and performance of the NXT Tour and NXT Extreme golf balls.  Getting “Inside the Cup” is the ultimate destination in golf, and if golfers are playing NXT’s, they have a stronger chance of getting there sooner.

The Titleist NXT microbrand was first introduced in October 2001, and has been promoted in television, print and on-line for the past seven years by legendary actor John Cleese.  Cleese portrayed disgruntled Scottish golf ball technophobe Ian McCallister, who was chairman of the “Golf Designers Against Distance,” and railed against the superior performance and distance of NXT golf balls.  The NXT Tour and NXT Extreme currently combine for market share of 8 percent in the On-Off Course channel, second only to the Titleist Pro V1 and Pro V1x among all golf balls models.

In addition to breaking during PGA TOUR coverage in the United States this weekend, the campaign will also run in international markets throughout the year.  A preview of the new commercials, which were produced by Arnold Worldwide – Boston, can be viewed on the Titleist web site, as well as on Facebook, Twitter and YouTube.


Titleist, FootJoy and Cobra comprise the major golf brands of Acushnet Company, an operating company of Fortune Brands (NYSE: FO).  For more information about Titleist golf balls,the Titleist NXT Tour and Titleist NXT Extreme, please visit us online at or contact Joe Gomes, Director of Communications (508.979.3211).

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