AP

English golfer to become ambassador for Swedish apparel company

London, 4 January 2018 – Peak Performance, Scandinavia’s largest brand of technical sports and fashion wear, has today announced that it will partner with English professional golfer Alfie Plant.

Plant, from Bexleyheath in South East London, turned to the professional ranks of golf late last year following an impressive amateur career that saw him win the coveted Silver Medal at the Open Championship in 2017. This accolade coupled with two big wins on the amateur circuit saw Plant have an excellent 18 months, capped by his selection to represent GB&I in the 2017 Walker Cup. Since turning professional he has competed in a number of European Tour events and will continue into 2018 on the European and Challenge Tours.

With its strong reputation for functionality and style, Peak Performance has been a leader in the golf apparel market since 1992 with a strong presence across the Nordic markets. The UK is also a key market for the brand, and partnering with a rising star such as Plant presented a perfect opportunity for Peak Performance to have an ambassador in the UK.

Anders Norin, Sponsoring Manager at Peak Performance commented: “Peak Performance is on a brand journey and golf is one of the focus segments. Being recognised in the UK golf market is key for any global actor. Having Alfie Plant in our team feels great and will be valuable to us in many aspects. Alfie is a player with a bright future ahead of him, his approach to the game matches our brand and we are looking forward to working together. Being there to support him at the start of his pro career is really exciting”.

Plant added: “The Peak Performance clothes not only look stylish but also provide great comfort and support. The technology in the clothing means I’ll be able to play to the best of my ability all year round. I’m looking forward to competing in 2018 knowing that I have a great clothing partner behind me.”

The deal was negotiated by Plant’s management agency, Lagardère Sports, and will see him wearing the Peak Performance clothing throughout the 2018 season.

Lagardère Sports is a global leader in golf with a diverse business built around talent representation, event management, and brand and property consulting. It has one of the most dynamic rosters of golf player clients – which includes six Major Championship winners and two members of the World Golf Hall of Fame – and is highlighted by Phil Mickelson, Jordan Spieth, Jon Rahm, Brian Harman, Brendan Steele, Brandt Snedeker, and Davis Love III. The agency also manages a number professional golf events around the world, which include the Safeway Open and CareerBuilder Challenge in the U.S., the Nordea Masters in Sweden, the Singapore Open, and the Australian Open.

 

About Lagardère Sports
Lagardère Sports is a leading sport marketing agency, with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enrich people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to provide our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,600 employees worldwide and 50 years of experience.

 

Press Contact Lagardère Sports:
Sutveer Kaur
Communications Manager
skaur@lagardere-se.com

Marketing Contact Peak Performance:
Anders Norin
Sponsoring Manager
anders.norin@peakperformance.se 

For more information on Alfie Plant:
Jamie Evans
Director European Golf
jaevans@lagardere-se.com