Premium Japanese equipment manufacturer is one of a number of brands under Professional Golf Europe’s umbrella

VEGA, a company renowned for its premium forged irons and owned by Professional Golf Europe Ltd (PGE), has partnered with leading PR and marketing specialists Azalea to help build its reputation and sales growth on a global scale.

As well as VEGA, PGE, a company with over 50 years’ combined experience in the golfing world and distribution spanning all corners of the globe, owns a number of other brands, including:

Shimada Shafts – a family business dedicated to the pursuit of the perfect golf shaft, and one of only two companies in Japan that manufactures steel shafts. Shimada’s steel shafts are unique as they are extruded from a metal billet with the company’s own processing method. The Seamless Processing Method helps to produce spine-free shafts with excellent circularity.

Iomic Golf Grips – made from elastomer, these premium, ergonomically designed and technology-packed golf grips provide golfers with maximum feedback and control, with every grip manufactured to weigh the same. Used by many of the world’s best players – including six-time DP World Tour winner Tommy Fleetwood – Iomic grips have registered wins on every major golf tour.

Golf Custom Bags – a newly-launched range of premium multi-material golf bags that can be customised online with different colours, logos and/or text and then designed in house by a specialist team.

Started by a samurai craftsman in his hometown of Ichikawa, Japan, VEGA, whose history dates back almost 75 years, became the go to choice of golf clubs for players in Asia, with its rich heritage and skilled forging process establishing the brand as one of the leaders in its field.

In 2011, VEGA was purchased by PGE, and under the guidance of the team based in the UK, the brand has maintained its Japanese heritage while adopting new product designs from across the globe to make it available to golfers of all levels – all while retaining the ethos and integrity the brand has long been renowned for.

VEGA’s Classic Line uses the one-piece forging that the company has become famous for in all of its wedges and irons, while the Star Line – where the design team gets more creative, forgiving and powerful – utilises cutting-edge production techniques and high-tech materials to create clubs that will deliver the ultimate in performance.

In addition to its premium irons, which include the Mizar and Mizar Pro – VEGA’s latest iron models – as well as the Mizar Max driving iron, other key products include the Alkaid Tour driver and Alcor wedge, while VEGA also produces a diverse range of woods, hybrids and putters, as well as clothing and accessories.

Alongside marketing and communications, Azalea will assist PGE with its sales strategy, corporate partnerships and green grass development.

“Anyone who has experienced VEGA irons and that feel of the ball leaving the sweet spot will appreciate the quality of the product, which is mirrored across the entire line-up,” said PGE Director, Peter Lord.

“Getting these clubs into more golfers’ hands is a key goal, and we are delighted to be partnering with Azalea so more people can enjoy everything the brand has to offer.”

Azalea group account director, Luke Frary, said: “We have long known about VEGA as a premium brand that designs irons of exceptional quality, and we are looking forward to working with PGE to showcase a number of other brands in its impressive portfolio.”


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