Adidas and Callaway aboard Play Today’s world-first golf metaverse

Clive Mayhew, Chief Executive Officer at Play Today
Clive Mayhew, Chief Executive Officer at Play Today

Web3 golf firm Play Today has added two of the largest golf equipment brands, Callaway and Adidas Golf, to its golf metaverse as it launches to a global audience, beginning with the NSW Open Golf Championships. Both brands will launch interactive experiences in the metaverse during the NSW Open, to be held at the Rich River Golf Club in Moama, from 16-19 March.

They are joining other high profile brands like Drummond Golf, Bushnell, and Tour Edge, as the golf industry shows rising interest in the next generation of immersive digital experiences.

What does this mean for metaverse enthusiasts?

Visitors to the Play Today metaverse (called Players) will be able to use AR to virtually view cutting-edge physical golf products from their homes. The event is predicted to bring in over 20,000 viewers a day, or 80,000 over the course of the four day tournament, all of whom will be able to virtually experience in 3D the two largest golf brands, plus so much more:

  • Watch live-streaming of the NSW Open Golf Championship, and other professional golf tournaments from around the world interactively controlling the broadcast to follow their player of choice and view live scores,
  • Walk around the Metaverse and collect up to six NFT’s to win prizes and unlock digital brand experiences provided by Drummond Golf, Callaway, Adidas, Bushnell, Rich River, and Golf NSW,
  • Join golf communities, connecting and sharing stories with other golfers from around the world,
  • Watch the latest on-demand golf content including the exclusive Ricky Fowler golf super series. 

According to Play Today, the golf metaverse itself and the livestream of a professional golf event within a metaverse opens several new possibilities and avenues for how golf, and sports as a whole, will be consumed, merchandised, and innovated in the future.

What does the partnership mean for stakeholders?

Matt Meredith, Callaway Golf Australia Managing Director, said: “We are excited to join this world-first golf metaverse with Play Today, and bring our Industry leading products to a new audience through ground breaking technology. We see experiences like this as a truly innovative new channel which truly aligns with Callaway and our Modern Golf strategy.”

Clive Mayhew, Play Today CEO, said: “The incursion of digital tech into sport is giving us a glimpse of an exciting sporting future in which geographies are transcended. In this future, fans shift beyond their televisions and can instead immerse themselves fully into the game, engage with other fans, and explore merchandising brands in a far more experiential manner.”

“What’s amazing is that the industry itself is so open to this new wave of sports innovation. For us at Play Today, this is a further affirmation of the work we do to reimagine how we interact with and consume sports entertainment,” Clive Mayhew further commented.

The NSW Open Golf Championship will be at the Rich River Golf Club, Moama 16-19 March.