Media, Sponsors Look To Bank On Zach Johnson’s Masters Win

Johnson Reads Top Ten List On CBS’ “Late Show”

The media tour of ’07 Masters winner Zach Johnson included appearances on CBS’ “Late Show” last night, “Live With Regis & Kelly,” CNN Headline News and an “assortment of sports talk programs,” according to Steve DiMeglio of USA TODAY. Johnson’s agent, SFX’ Brad Buffoni, said that “calls are coming in ... and more endorsement deals can’t be far behind.” Buffoni: “He’s a 31-year-old American who fulfilled a dream. I believe there will be a tremendous amount of interest on all levels” (USA TODAY, 4/10).

SPONSOR VALUE: Joyce Julius & Associates found that Johnson’s sponsors received nearly $7.5M in exposure value during CBS’ final-round coverage. The names or logos of his six sponsors were legible for 18 minutes, 55 seconds, and he also mentioned Aegon, RSM McGladrey and TransAmerica during an on-air post-match interview. The following presents exposure time and perceived value, based on the estimated sale price of CBS’ commercial inventory. ^ = includes a verbal mention valued at $64,165 (Joyce Julius).

SPONSOR	TIME	VALUE
Aegon^	3:46	$1,514,325
Dunning	0:42	$269,475
Foot-Joy	3:03	$1,174,255
RSM McGladrey^	4:18	$1,719,650
Titleist	1:48	$692,980
Transamerica^	5:18	$2,104,645

MORE SPONSOR MENTIONS: Johnson appeared on “The Hot List” on ESPNews Monday and mentioned his Titleist drivers. Johnson wore his green jacket for his appearance on “Regis & Kelly” this morning. Golf Channel’s Kelly Tilghman interviewed Johnson in his green jacket before he left Augusta. Johnson, on which club he will donate to Augusta National: “Clearly, the putter’s the most precious thing I have right now, so I don’t think I can give that one away” (THE DAILY).

SeeMore Putters Garners Attention During Johnson’s Victory At The Masters

GOING FOR THE GREEN: Jim Grundberg, owner of SeeMore Putter Co., said phones have been “ringing off the hook” for Johnson’s model, adding, “We’re getting inquiries from all over the world” (USA TODAY, 4/10). CBS announcers “constantly referred to Johnson’s superb putting, and CBS routinely showed close-ups” of his SeeMore putter. Grundberg: “We probably got way more free publicity than we could ever pay in advertising.” Vaughn Taylor, who finished tied for 10th, also used a SeeMore putter (Nashville TENNESSEAN, 4/10). CNBC’s Darren Rovell reported Dunning is using Johnson’s Masters win “to try to sell their spring collection, while Aegon — his longest partner — really hasn’t done that much” (“Closing Bell,” 4/9). Johnson plays Titleist irons, woods, wedges and balls, and Fortune Brands CEO Norm Wesley, whose company owns the Titleist brand, said, “It’s hard to quantify any kind of sales impact from any single tournament, but any time your brand gets that kind of exposure it’s a huge plus” (“Fast Money,” CNBC, 4/9).

CONGRATULATORY NOTES: RSM McGladrey, Aegon and Dunning each have a picture of Johnson with a congratulatory message on their Web sites. Titleist congratulates him in a full-page ad in USA Today (THE DAILY).