Jordan Spieth’s U.S. Open victory on Sunday "ramped up his Q-rating, already on the upswing" from his Masters victory in April, to "'Golden Child' territory," according to Bill Nichols of the DALLAS MORNING NEWS. Spieth yesterday "earned prominent play" on three major networks’ morning news shows. The buzz Spieth is generating even among casual golf fans "will increase heading to the British Open next month," as he will "try to claim the third event of golf’s Grand Slam on the Old Course in St. Andrews" (DALLAS MORNING NEWS, 6/23). The WALL STREET JOURNAL's Jason Gay writes Spieth "isn’t yet a household name, but he’s approaching the doorstep." Gay: "Does the crew at Under Armour walk around all day giving each other high-fives about signing Spieth to an apparel deal?" (WALL STREET JOURNAL, 6/23). CNBC’s Scott Wapner noted the 21-year-old Spieth is a “young guy who has a lot of new fans," and UA has a "relatively new golf business." Wapner: "I can see the payoff ... of kids going out and wanting to buy Under Armour golf clothes, specifically because of Jordan Spieth.” CNBC contributor Pete Najarian noted Warriors G Stephen Curry, a UA endorser, won the NBA Championship last week and said, "Incredible momentum right now for Under Armour" (“Fast Money Halftime Report,” CNBC, 6/22). Golf Channel’s Rich Lerner said Spieth is “enormously popular" with kids in the 7-15 demographic. Lerner: “It's kind of funny. I think their parents wanted to be ... ‘Like Mike,’ remember that? Now they want to be like Jordan” ("Golf Central," Golf Channel, 6/22).
MASTERS' DEGREE: GOLF DIGEST's Ron Sirak in a cover story profiled Spieth's marketability prior to his U.S. Open win, writing the 21-year-old's Masters victory "extended his brand beyond the world of golf to the public at large -- especially a younger, hipper crowd obsessed not so much with sports as with celebrity." Spieth "slipped into a green jacket and the role as one of the most marketable athletes in all of sports -- in fact, one of the most marketable in all of entertainment." Sirak: "Call him the $25 Million Man -- at the very least." Sources pegged that figure as the "new base for his yearly off-course income." Under Armour, AT&T, Titleist, Rolex, NetJets, SuperStroke Grips, Perfect Sense Digital and EA Sports "give Spieth a strong endorsement portfolio." UA and AT&T "will use Spieth in print and electronic ads, television commercials, social media, in-store opportunities, meet-and-greets and other corporate entertainment." Spieth's agent, Jay Danzi of Lagardere Unlimited, said that Spieth has had "more than 20 new offers but will be very selective in adding partners, and then only if they fit an overall brand strategy" (GOLF DIGEST, 7/'15 issue).
ONLY BEFORE LABOR DAY? In N.Y., Karen Crouse wrote when Spieth became a spokesperson for UA "shortly after turning pro" in '12, he was "finicky about his wardrobe." He "sent back bright-colored pants, making clear he preferred blues and grays," and he "delivered another stipulation -- no white pants." Crouse: "So what was Spieth wearing when he sealed his first major victory at the Masters in April and again on Sunday when he tried to keep his calendar year Grand Slam hopes alive? White pants" (N.Y. TIMES, 6/22).
