Lexi Thompson’s Unexpected Move: A Closer Look at Her New Golf Ball Endorsement Deal

Late last summer, Brett Falkoff, a golf agent with the sports and marketing agency GSE Worldwide, learned that Dick’s Sporting Goods was seeking to boost Maxfli’s exposure by partnering with a PGA Tour player. Although none of the male players on GSE’s roster fit the bill at the time, Falkoff was asked if Lexi Thompson, an 11-time LPGA winner whom he has represented since 2020, might be interested in exploring an agreement with Dick’s.

Initially skeptical due to Maxfli’s recent absence from the elite ranks of golf, Falkoff agreed to test Maxfli’s Tour Series model as part of the discovery process. The results surprised everyone involved. Thompson, after testing various options, found the Maxfli Tour ball to be superior in performance. This led to a one-year endorsement deal, making Thompson the exclusive ambassador for Maxfli golf balls during the 2024 season.

The partnership with Maxfli marks a significant move for Thompson, who had been with Bridgestone for five years prior. The decision to switch wasn’t solely driven by performance metrics; Thompson’s struggles in the 2023 season prompted her to reassess various aspects of her game, including equipment. In addition to the ball change, Thompson also hired a new full-time caddie, Colton Heisey, in January 2024.

While financial terms were not disclosed, Thompson’s stature in the golf world makes her an ideal partner for Maxfli. Aimee Watters, VP of vertical brand marketing for Dick’s Sporting Goods, emphasized Thompson’s established presence in golf, noting that her endorsement adds further legitimacy to the Maxfli brand. As Thompson kicks off the 2024 season with her new equipment, she expresses excitement about the performance of the Maxfli Tour ball, especially its performance in windy conditions, underscoring her confidence in the partnership.