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SBD Global/April 8, 2014/Marketing and Sponsorship

Adam Scott Is Golf's Most Effective Brand Endorser In U.S., Repucom Study Finds

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A Repucom study found Australian golfer Adam Scott ranks as the most effective brand and product golf endorser in the U.S. Almost 88% of people in the U.S. who know of Scott agree that he makes an impact on their brand consideration and purchasing intent, the study found. Phil Mickelson also scored very highly as an endorser, his ranking just shy of Scott’s score. Eighty seven percent of people who know of Mickelson say that he is an effective brand spokesperson. Repucom Strategic Product Innovation Head Charlie Dundas said, “It’s clear from the current endorser rankings that the top 10 golfers sit quite closely to each other. But given the notoriety of a coveted Masters’ title, taking home a green jacket could well catapult the winner ahead of the others.” One noticeable absentee from the top-10 ranking is Tiger Woods. Woods, who is known of by almost 80% of people globally and more than 98% of people in the U.S., scores relatively poorly as a brand and product endorser. Woods ranks within the bottom five percent of globally tested celebrities for both people’s levels of trust of him as well as his effectiveness as a brand endorser (Repucom).
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