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Marketing and Sponsorship

Bubba Watson Likely To See Endorsement Portfolio Expand After Second Masters Win

Bubba Watson made $3.5M in endorsements following his win at The Masters in '12, jumping from 40th to 18th in Golf Digest's earnings rankings, and fans can "look for another jump after green jacket No. 2," according to Keely Levins of GOLF DIGEST STIX. Research firm Repucom indicated that a win at The Masters is the "most valuable win when it comes to sponsorship" among golfers. Companies often look to "attach themselves to the winner in part because of his connection to the Masters brand" (GOLF DIGEST STIX, 4/16 issue). Watson currently has deals with Oakley, Richard Milne, Ping, Titleist, EA Sports, The Greenbrier resort and luxury golf cart company Garia (THE DAILY). Meanwhile, the AP's Doug Ferguson noted Watson is keeping his schedule "more low key" than he did following his '12 win, when he went "to New York for a media tour." His only media appearances have been an "unannounced visit to the Golf Channel studio" and an interview for "CBS This Morning" from his home yesterday (AP, 4/15).

NOT PLAYING SECOND FIDDLE: CNBC's Scott Wapner noted Watson "may have won The Masters, but Under Armour still scored big" by outfitting second-place finisher Jordan Spieth. Spieth is the "first golfer to be outfitted head-to-toe" by the company, and the exposure he garnered is a "pretty big deal for Under Armour as it tries to branch out into other major sports." Wapner said the 20-year-old Spieth is "right in the wheelhouse of the target demo that you're trying to reach if you're Under Armour." Wapner noted people "aren't talking about, 'Oh, it's a big bump for Bubba's main sponsor'" ("Fast Money Halftime Report," CNBC, 4/14). CBS Sports Radio host and author John Feinstein said, “There’s going to be so much money thrown in his direction to go overseas and play for appearance fees. Someone is going to come along and offer him a huge contract to change equipment that he’s playing with. He’s going to be offered outings all the time. He needs to focus just on winning golf tournaments, playing with equipment that he’s comfortable with, put people around him that he’s comfortable with and the money will all come later if he continues going in a direction that he’s going in and win major championships. You don’t have to chase the money when you’re as talented as Jordan Spieth is” (“Golf Central,” Golf Channel, 4/15).

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