New Callaway Signings - an analysis

From a golf fan's perspective, January has always been a very intriguing month. Manufacturers release a mouth-watering selection of equipment, the worldwide professional tours move into full swing with a series of top-notch tournaments and some of golf's biggest brands announce their new signings for the seasons ahead. Often, these additions offer little more than a passing interest to the most diligent follower of the game, and completely pass by golf's casual viewer. But, this year, there have been some huge moves with potentially significant ramifications, and Callaway has been responsible for the vast majority. Their new signings represent a more youthful shift - alongside global ambassadors like Phil Mickelson - and their full list of staff players now looks extremely exciting. Ernie Els moving to Adams was significant, but four new Callaway additions represent very shrewd business, and have ensured their global portfolio is arguably as strong as any other brand.

Henrik Stenson

One of the best off-season signings was undoubtedly Henrik Stenson. The Swede played a number of Callaway clubs last season, but bringing him under contract as an official staff ambassador is a great piece of business - especially as I simply can't see him disappearing back into the wilderness after such a magnificent 2013. Stenson was the best player in the world for six months last season, and it's impossible to quantify how much confidence he'll have gleaned from that extended period of simply stunning golf. He became the first player to with both the Race to Dubai and FedEx Cup in the same season, and recorded all his victories is tournaments with the world's best players breathing down his neck.

He is known as a long driver of the golf ball - and rightly so - but his all-round game often doesn't get the credit it deserves. His ranked first in driving accuracy on a number of occasions last season, his iron play was imperious and he holed more than his fair share of putts. Simply put, you don't reach third in the Official World Golf Ranking without every area of your game being sharp. Stenson's dialogue at the end of the season also indicated he has no intention to rest on his laurels, and revealed a steely determination to make the step up to the next  level: becoming a major champion. Nothing would give the Swede more pleasure - especially given the tumultuous nature of his professional career - and I have to say I think he'll realise his goal next season. With Stenson and Phil Mickeson on their books, Callaway has two globally-renowned golfers who should remain in the world's top 10 for a number of seasons to come. 

Matteo Manassero

I've spent quite a lot of time eulogising about Italian youngster Matteo Manassero in the past, and I view him - along with American Jordan Spieth - as the most talented young golfer in the modern game. The 20-year-old has already broken a number of records thus far in his career, and I expect that trend to continue. He became the youngest player to win the Amateur Championship, the youngest player to make the cut at the Masters (subsequently broken by 13-year-old Gian Tian-lang), the youngest player to win a European Tour event and the youngest winner of the BMW Championship - the European Tour's flagship event - aged just 20 years and one week.

Manassero has garnered a reputation in his short professional career for his all-round skill set, temperament and mental strength, but he's also renowned as one of the most genuine players on tour, which will help the brand's image. Manassero will take some time to get used to his new clubs, but he practiced extremely hard in the off-season and he's already notched his first top 10 of the year. The sky really is the limit for Manassero, and he certainly has the potentially to join his colleagues Stenson and Mickelson in the world's top 10  in the not-too-distant future. The signing of Manassero is an excellent piece of business for Callaway, especially given his tender years and the amount he's already achieved in the game. The Italian conducts himself brilliantly both on and off the course and there's no doubting his prospective major-winning pedigree. Stenson is a class act, but given Manassero's age, reputation, achievements and ability, I see him as the stand-out signing this winter.

Harris English

Harris English is slightly older than both Manassero and Spieth, but he's growing in stature and reputation every week. I spoke to American Ryder Cup captain Tom Watson at last year's Open, and he told me he's keeping a close eye on the 24-year-old. Rightly so. English enjoyed a sterling amateur career, which included a 2011 Walker Cup appearance and even a Web.com Tour victory. He claimed the 2013 FedEx St Jude Classic, played some fine golf en debut at the Open en route to a top 25 and won again at the Mayokoba Classic in Mexico last November. Technically, he's a very impressive player and, much like Manassero, he possesses an excellent temperament with a sound mental disposition to match.

In today's game, mental strength is increasingly important, and the bridge that turns latent natural talent into achievements at the top level. English is only 24 years of age, but he's already won twice and forced his way into the Top 50 of the Official World Golf Ranking. If he stays where he is, he'll be eligible for all the majors and World Golf Championships in 2014. What's more, the American is currently fifth in the USA Ryder Cup standings, and no one would be surprised if he makes the team. He's made a great start to life as a professional and he's a supremely talented individual who fits perfectly into Callaway's brand ethos. A prospective Ryder Cup appearance aside, he's a name for the future and a potential mainstay in the world's top 50 for decades to come.

Kiradech Aphibarnrat

Kiradech Aphirantrat is a player who ticks a number of boxes. He's a proven tour winner, he's another 20-something, he's a rising star and, perhaps most significantly, he'll give the brand prominence in Asia - a huge emerging market for golf. Aphibarnrat notched a maiden European Tour title at the Maybank Malaysian Open in 2013 and contended in a number of other high-profile events throughout the course of the season. Encouragingly, he also performed very well en debut in the PGA Championship - one of his first performances in America - suggesting his game is suited to a number of different condition and, more importantly, he is able to produce the goods in tournaments with the best fields in golf.

It's refreshing in this day and age to see someone who clearly doesn't view fitness and a priority doing so well. The Thai golfer said after the DP World Tour Championship he wants to move to America and become the most successful Thai golfer of all time. He's clearly determined and he's showed since his arrival on the world stage that he has the ability to make quite an impression at the top level. What's more, with Aphibarnrat and Ryo Ishikawa on their books - arguably Asia's two most talented players - Callaway has shrewdly ensured a strong brand presence in the East.

Callaway has been very active in the off-season, but all their signings have clearly been pragmatically planned to adhere to a changing brand ethos. There has been an undoubted shift towards youth to accompany experience, which means an eclectic cross section of staff players. They have a great diversity across the board, and strong presence in Europe, America and Asia. These new signings, along with the likes of Nicolas Colsaerts, Alvaro Quiros and Alex Noren - all of whom will be looking for strong 2014s after disappointing campaigns last year - have ensured Callaway arguably possesses the most complete selection of staff players of any brand. 

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