Maxfli Extends Golf Ball Partnership with Three-Time PGA TOUR Winner Ben Griffin Through 2028
Rhea-AI Summary
Maxfli (DKS) extended its partnership with three-time PGA TOUR winner Ben Griffin through 2028, continuing a relationship that began in 2024. Griffin, currently ranked 9th in the Official World Golf rankings, will exclusively play the Maxfli Tour X ball and debut the new Tour X-LS at the WM Phoenix Open.
The Tour X-LS features a redesigned core and mantle layers for lower spin and will be sold in limited quantities this summer exclusively at DICK'S Sporting Goods and Golf Galaxy; the Maxfli Tour Series is priced at $39.99 per dozen.
Positive
- Three-year contract extension with Ben Griffin through 2028
- First use on tour: Griffin to debut Tour X-LS at WM Phoenix Open
- Exclusive retail distribution at DICK'S Sporting Goods and Golf Galaxy
- Accessible pricing: Maxfli Tour Series priced at $39.99 per dozen
Negative
- Initial limited quantities for Tour X-LS could constrain early sales
- Exclusive retail availability may limit distribution outside DICK'S Sporting Goods and Golf Galaxy
Key Figures
Market Reality Check
Peers on Argus
Key specialty retail peers like ULTA, BBY, CASY, WSM and TSCO are all up between 0.35% and 2.39%, but no peers show momentum-scanner signals or same-day news, pointing to this Maxfli/Griffin announcement as stock-specific rather than a sector-wide driver.
Previous Partnership Reports
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jul 01 | WNBA partnership renewal | Positive | +4.1% | Extended WNBA deal and merchandising presence across stores and digital channels. |
| Jun 12 | Affirm partnership renewal | Positive | -0.2% | Extended Affirm checkout partnership to enhance flexible payment options online. |
| Mar 19 | Maxfli–Foley partnership | Positive | +2.5% | Signed instructor Sean Foley as Maxfli ambassador using Tour X ball exclusively. |
| Dec 12 | Holiday campaign deal | Positive | -1.0% | Holiday Shopping Sprint campaign with Xavier Worthy gifting merchandise to winners. |
| Oct 16 | Tennessee athletics deal | Positive | +1.4% | Extended multi-year partnership with University of Tennessee athletics and events. |
Partnership announcements have generally been received positively but with mixed follow-through: three prior deals saw gains between 1.44% and 4.11%, while two similar partnership headlines produced modest next-day declines.
Over the past year, DICK'S has repeatedly used partnerships to deepen its brand reach, from league and college deals to athlete and payment-platform collaborations. Prior agreements with the WNBA, University of Tennessee athletics, Xavier Worthy, Sean Foley and Affirm all supported merchandising, youth engagement, or customer experience, often with exclusive product tie-ins. Today’s extension of the Maxfli–Ben Griffin partnership through 2028 fits this pattern of leveraging athletes and properties to highlight owned brands like Maxfli and drive differentiation across DICK'S and Golf Galaxy.
Historical Comparison
In the last year, DKS issued 5 partnership-related releases with an average next-day move of 1.37%. The Maxfli–Ben Griffin extension fits this ongoing strategy of athlete and league alliances.
Partnership activity has evolved from college and league extensions to high-visibility athlete deals for Maxfli, expanding brand reach across women’s sports, college programs and golf talent.
Market Pulse Summary
This announcement extends Maxfli’s partnership with three-time PGA TOUR winner Ben Griffin through 2028, reinforcing DICK’S strategy of elevating owned brands via marquee athletes and exclusive products like the Tour X and Tour X-LS balls at DICK’S and Golf Galaxy. Placed alongside past partnerships with the WNBA, Tennessee athletics and others, it highlights a consistent brand-building approach. Investors may watch how this visibility supports Maxfli sales and engagement as DKS trades below its 200-day MA and 52-week high.
AI-generated analysis. Not financial advice.
Griffin to debut Maxfli's newest Tour Series model at WM Phoenix Open
This weekend, during the WM Phoenix Open, Griffin will debut Maxfli's newest Tour X-LS ball, becoming the first to play the ball in a PGA TOUR event. The ball, which is a lower-spin evolution of the Maxfli Tour X with a redesigned core and mantle layers, will be available for purchase in limited quantities at DICK'S Sporting Goods and Golf Galaxy this summer.
Griffin's rise on the PGA TOUR has been remarkable, advancing from 92nd into the top 10 since joining team Maxfli in 2024. In 2025, Griffin secured three PGA TOUR victories and delivered standout performances in marquee events such as the 2025 U.S. Open, earned a coveted spot as a captain's pick on the 2025 U.S. Ryder Cup team and was nominated for the 2025 Jack Nicklaus (Player of the Year) award.
"Maxfli has been with me through some of the most pivotal moments of my career," said Griffin. "Their commitment to performance and quality gives me the confidence to perform at the highest level every week."
"Ben's journey is nothing short of inspiring," said Aimee Watters, Vice President of Brand - Vertical Brands at DICK'S Sporting Goods. "His resilience and drive perfectly reflect the values we champion at Maxfli. We're proud to have him represent our brand and continue this partnership as he reaches new heights in his career."
Maxfli is bringing that story to life with a new brand campaign, Say Less, that spotlights Griffin's journey back to professional golf and his alignment with Maxfli's values of performance and perseverance. The campaign celebrates his evolution and success since rejoining the PGA TOUR and partnering with Maxfli, reflecting the brand's own resurgence in the golf industry. The ad spot featuring Griffin and created in partnership with Arnold, will first air on Golf Channel during the WM Phoenix Open and run across a comprehensive media mix that includes broadcast, social, streaming and more.
The Maxfli Tour Series, comprised of the Maxfli Tour, Maxfli Tour X and Maxfli Tour S, offers a core for faster ball speeds across all shots, increasing overall distance. Priced at
About Maxfli
For over 100 years, the Maxfli brand has had a prominent presence in golf's culture, designing and producing tour quality equipment that delivers performance to the golf enthusiast. Played by top professionals, Maxfli is widely recognized as a golf brand resonating with players who are passionate about technology, performance and improving their game. Additional information about Maxfli can be found on dicks.com and golfgalaxy.com.
Media Contacts
DICK'S Sporting Goods – press@dcsg.com
Category: Company
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SOURCE DICK'S Sporting Goods, Inc.
FAQ
What did Maxfli and Ben Griffin announce about their partnership through 2028 (DKS)?
When and where will Ben Griffin debut the new Maxfli Tour X-LS ball (DKS)?
How will the Maxfli Tour X-LS differ from the Tour X and when will it be sold (DKS)?
Where can consumers buy the Maxfli Tour Series and what is the price (DKS)?
What marketing activities will support Ben Griffin's partnership with Maxfli (DKS)?
