The UK’s largest golf retailer, American Golf, has appointed Smoking Gun to handle both its corporate and consumer comms.

Smoking Gun will now deliver two separate media relations briefs for the retail giant, whose vision is to become the ultimate one-stop destination for everything a golfer requires.

Leveraging the teams’ media relations expertise, Smoking Gun will drive mass brand awareness for its retail offering which includes American Golf’s exclusive custom fit service, brand partnerships and newly launched personalisation service.

At the same time, corporate outreach will be focussed on enhancing brand reputation and credibility through a campaign of thought leadership, communicating business updates and raising the profile of the board.

Smoking Gun aced two competitive pitches for the B2B and B2C accounts, demonstrating the team’s expertise and intelligent approach to both corporate and consumer PR.

Scott Taylor, American Golf executive board member for marketing, said: “From the very first meeting it was clear that there was natural chemistry and a genuine synergy between our organisations.

“During the consumer pitch process, Smoking Gun showed a thorough understanding of our business and our ambitions for the brand which led to an invite to pitch for the corporate brief as well.

“The team’s creative ideas and category insight were rooted in delivering real business impact, helping us to shift the dial as a business faster and more effectively.”

Caroline Aspinall, Smoking Gun’s commercial director and head of B2B, added: “To win both competitive pitches is a huge testament to the quality of both our B2B and B2C offering and testament also to the American Golf team who could see the value of an aligned strategy.

“Working with brands that are shaking up their categories is our passion. American Golf has big ambitions for 2024 and beyond with industry leading initiatives to unveil.

“Smoking Gun is famous for delivering impactful campaigns that deliver tangible business results. Together we are tee-d up for the future success of the brand and the business.”

American Golf operates 85 stores across the UK and ROI, employing hundreds of staff focussed on driving participation in the sport.

The golf specialist joins Smoking Gun’s portfolio of brand giants that includes Philips, Alton Towers and Interflora as well as a growing roster of B2B clients in property, construction, tech and travel.