SBD/April 17, 2013/Marketing and Sponsorship

Can Masters Champ Adam Scott Transcend Golf, Become A Household Name?

Scott finished 37th out of 43 golfers in a Q Score analysis held last month
Adam Scott is “the unique golfer whose brand could extend well beyond the boundaries of the golf course” following his win at The Masters, as he is “young, single, good-looking, rich and successful,” according to Jason Sobel of GOLFCHANNEL.com. He is “exactly what Central Casting would fetch if you requested a Masters champion.” In a sport “thirsting for superstars,” Scott has an opportunity to “become a household name.” There are “already rumors that ‘The Bachelor’ wants to feature him.” Marketing Evaluations VP Henry Schafer, whose company prduces Q Score, said, “Prior to the Masters, he was below average in terms of awareness and consumer appeal.” Schafer indicated that out of “43 male and female professional golfers whose data was analyzed last month, Scott’s Q Score ranked 37th.” That ranking came from “people who consider themselves fans of the game.” When you factor in “those who don’t like, follow or care about the game, Scott is much lower.” Schafer said, “Good looks are definitely part of the whole package, but more important is his personality.” He added, “Tom Brady is better looking than Peyton Manning and he’s won more Super Bowls, but he doesn’t get more endorsements than Peyton. It’s all about how you can create a connection with consumers.” Sobel noted despite “being known as congenial and approachable, Scott is also fiercely private.” His residences in Switzerland and the Bahamas make for a “pleasant existence," but do not "exactly scream 'create a connection with consumers.’” Atlanta-based CSE VP/Analytics David Newman said, “The first step is getting national awareness. Adam is now taking that leap and he has those other attributes -- clean image, untarnished background, attractive and people want to be around him. That’s what marks the flag. He’s got a real chance” (GOLFCHANNEL.com, 4/16).
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