Jordan Spieth this week signed a multiyear deal with Coca-Cola, and his agent, Lagardere Sports' Jay Danzi, said that the partnership "does not include logos on Spieth or his equipment while on the golf course," according to Doug Ferguson of the AP. During his "swift rise to the top of golf, Spieth has kept his corporate endorsements at a minimum and a relatively clean look on the golf course." He has a 10-year deal with Under Armour (apparel, hat, glove and shoves) with his "own logo on the back of his cap." AT&T is "on his golf bag, and he plays Titleist clubs." Spieth also has "deals with Rolex, NetJets and SuperStroke golf grips." Danzi said that he has been "inundated with offers, particularly after a year in which Spieth won the Masters and U.S. Open." Danzi: “We’ve always had a less-is-more approach. For us to consider a company, there needs to be the right brand synergies and we need to be comfortable with the activation strategy from both a brand and a charitable standpoint.” Ferguson noted when Spieth won the PGA Tour Hyundai Tournament of Champions last Sunday, he asked a Hyundai exec to "hold the trophy with him for one of the photos." A Coke can was "sitting on an empty table next to his chair at his news conference," and Spieth "set the trophy down behind the can before anyone knew of the impending announcement of his new endorsement." For being only 22, Spieth has an "attention to detail when it comes to the corporate side of golf" (AP, 1/13). ESPN’s Tony Kornheiser said of Spieth's deal with Coca-Cola, “He could have a 20-year career as No. 1 in golf. It does make sense” (“PTI,” ESPN, 1/13).
