SBD/July 19, 2011/Marketing and Sponsorship

Darren Clarke, Int'l Sports Management Aim To Capitalize On British Open Win

Clarke earns $3M-plus bonus from shirt sponsor Dunlop for winning The Open
International Sports Management officials are planning to launch an "all-out effort to maximise" British Open winner Darren Clarke's potential off-course earnings, according to Karl MacGinty of the Irish INDEPENDENT. ISM's Chubby Chandler said, "Darren's already a brand and is massively popular all over the world, so I think my job for him is going to be very easy." Clarke's sponsorship portfolio "shrank as he slid out of world golf's upper echelon in recent years, leaving Chandler with a clear field in which to work." Chandler believes that he "can be far more aggressive in marketing 21-year Tour veteran Clarke" than fellow client and U.S. Open winner Rory McIlroy. Chandler: "The phone will never stop ringing but it will be a different sort of call than Rory gets, a different set of sponsors. The great thing about Darren is that he doesn't have quite as many logos on him as anyone else" (Irish INDEPENDENT, 7/19). In N.Y., Larry Dorman reports Clarke will receive a "more than $3 million bonus from the apparel division of the sporting goods company Dunlop, whose logo Clarke has been wearing on the front of his golf shirt since 2008 in an unusual agreement." Clarke sports the Dunlop logo on his chest "for no guaranteed compensation -- unless he wins a major championship, in which case he collects the bonus." Chandler has negotiated "similar deals for Lee Westwood and David Howell" (N.Y. TIMES, 7/19). Horrow Sports Ventures CEO Rick Horrow said Clarke "will be an endorser-extraordinaire on the international scene over the next couple years” (“Bloomberg Bottom Line,” Bloomberg TV, 7/18).
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