Whether he’s marketing clubs or calling on Andy Murray, Chris Gregg knows how to make a sports brand sing. The Callaway Golf EMEA marketing director takes us inside his strategy, setbacks and swing-for-the-fences mindset.

But when the man behind the work brings with him such extensive sports marketing experience, plus a clear and burning ambition to make Callaway Golf Europe one of the world’s most vibrant sports brands, there was always confidence it was going to be a success.

Chris Gregg was named Callaway Golf’s EMEA marketing director at the beginning of the year, having spent the previous six leading various marketing, commercial partnerships and corporate sales activities for the brand. Prior to that, he was the partnership planning & creative manager at City Football Group, playing a key role as Manchester City and associated clubs embarked on their own mission to change the face of football marketing.

With further experience across tennis licensing, SAP’s golf sponsorship and leading Vitality’s football, rugby and cricket partnerships, there are few better placed to talk sport. And as a new wave of golf influencers, the emergence of LIV golf and a rather sensational Rory McIlroy-winning Masters thrusts the sport even further into the limelight, we felt it was time to put Chris in the 10 Questions chair…

1. If you could go back and relive one day in your career, which would it be?

I’d go all the way back to day one in the sports industry, on the IMG summer internship. I was taking my first steps behind the scenes of Wimbledon and the 2012 Olympics – literally one of the best years of sport this nation has ever seen! To now be walking through the gates with a workers pass at events I used to queue at as a kid was truly special!

2. …Now tell us about the day that still gives you nightmares.

I was mc’ing an activation for SAP at a Gary Player Invitational event and I introduced Fred Couples as Tom Watson. Right there on the first tee. It didn’t go down well.

3. Who gave you the piece of advice you still live by – and what was it?

My dad always said to my sister and I, “Aim for the stars and if you miss, you’ll land on the moon.” That’s always stuck with me. It’s something I live by as well as work with my team on because, in a cluttered sports marketing environment – and especially in golf – you need to aim beyond what you think is possible if you want to achieve great things. It’s surprising how many people are limited by their own beliefs – remove those barriers and open your eyes to what’s possible.

4. What piece of work done by someone else are you truly jealous of?

It has to be The Secret Tournament for Nike around the 2002 World Cup. It connected with every football fan globally, but also engaged millions of them with local tournaments in major cities at schools, stadiums and sports venues. 3v3, 1 goal knockouts, inspired by the greatest players in the world, oh and Eric Cantona was the ref – it doesn’t get much better than that! I would love to create something like that for golf one day.

5. What’s your elevator pitch to people getting into the advertising industry for the first time?

Back yourself, get creative, and know your worth. It’s a highly competitive industry so you need to get on the front foot, stand out in your approach, but at the same time not accept the wrong role or a salary which isn’t representative of the market or your skillset.

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6. Bringing a tennis legend on board for a golf brand created a huge hit – what other cross sporting mash-up would you most like to see?

Andy Murray was a big hit across all metrics (brand, social, email opens, the lot!) and to have him voiceover our short film ‘Get Sprung’ was special. So maybe we could also get Mr Federer, Nadal and Djokovic together for a match between the Big Four?!

7. How has the rise in sporting influencers who aren’t necessarily the ‘professional stars’ changed how you approach your work?

We are in an industry obsessed with product marketing covering features and benefits, so our approach is deliberately focused on lightening things up a bit, connecting on a brand-first level with the golfer. You can still show performance benefits in a more authentic way, without shouting at the consumer in every communication. The golfer is numb to it.

Professional Tour players are still crucial to our plans in terms of validating the product at the top level, but when you can weave in someone who is recognizable, likable, has sporting talent (golf is hard!), then it becomes more relatable in terms of how we can tell stories with our products, putting them at the center of how you play better golf and enjoy it more with them.

8. You were a Great Britain under-21 hockey player. What’s the one trait every elite sportsperson and every marketing leader needs to share?

Resilience. For me, that means remaining laser-focused on what you and your team are trying to achieve, supporting them throughout the journey and, when it’s a success, handing things over to the team and reminding them of where we were in the early phases.

And, if it’s not as successful as you had hoped, then resilience kicks in again which, as a leader, you must own and learn from too. Elite sport is the best preparation for this – there’s no hiding place, so you’ve got to be prepared to put your neck out and wear it, whatever happens!

9. Next week you get to play your dream round of golf: where are you playing and who are you playing with?

Royal County Down with just me and my dad.

10. Given the roles held throughout your career, have you finally mastered the art of turning down ticket requests? What’s the secret? (And if you haven’t… got any spares?)

These days it’s more free golf ball requests but the response still works: “No worries, I’ll send you the link to our website!” (particularly as I am responsible for e-commerce too!). An FOC Callaway Chrome Tour dozen for you, though…