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GOLF NEWS AND NOTES: TIGER GAINS NIKE SERIOUS EXPOSURE
Published April 17, 1997
Joyce Julius and Associates has estimated that during Tiger Woods' play at The Masters, Nike's logo was "visible onscreen during CBS' Sunday coverage for 16 minutes and 31 seconds," according to Michael Hiestand of USA TODAY. It also was seen for about another 18 seconds on Earl Woods. Hiestand: "Based on an estimate of the cost of CBS' paid TV ads, that loosely translates to $1,685,000 in on-air Nike exposure" (USA TODAY, 4/17). In S.F., Tim Keown writes on Woods under the header, "Tiger Woods Won't Fight For A Cause." Keown notes the day after his Masters win, Woods opened two new All-Star Cafes: "Welcome to sports in the 1990s. Check your social conscious at the door. ... If Woods suddenly starts speaking out against the racism inherent in country clubs and board rooms, if he starts demanding that the places he play not exclude minorities, how long do you think Titleist will keep him on the payroll?" (S.F. CHRONICLE, 4/17). TEE BOX: Callaway Golf reported net sales of $169.1M for the first quarter ended March 31, an increase of 25% over net sales from the same period last year. Net income increased 26% to $24.5M (Callaway Golf). CNBC noted that Callaway shares gained 21% to $.34/share in the first quarter, $.01 above estimates and $.04 higher than a year ago ("Market Wrap," CNBC, 4/16)....Wilson Sporting Goods CEO Jim Baugh's efforts in "reviving Wilson's ailing golf division" are examined by Janet Kidd Stewart in the CHICAGO SUN-TIMES. In recent months, Wilson "has cut its Chicago staff by 64 people (19 percent), introduced new products and been the subject of industry speculation about a potential spinoff from its Finnish parent company, Amer Group." Baugh is "charging ahead," adding, "I'm hoping for two to three percentage points [market share] in each category, minimum. I know the brand will support much more with the right products." Kidd Stewart notes there are no plans for Wilson endorser John Daly until "his health improves" after alcohol rehabilitation (CHICAGO SUN-TIMES, 4/17).