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SBJ/January 14-20, 2013/Marketing and Sponsorship
Under Armour signs new pro golfer Spieth
Published January 14, 2013, Page 31
Under Armour has signed recently turned pro golfer Jordan Spieth, the former No. 1 ranked amateur in the world, to its first major endorsement deal for a golfer. The brand’s logo will be on Spieth’s golf bag and front of his headwear.
Ryan Kuehl, Under Armour senior director of pro sports, would not disclose the financial terms of the agreement, but did say it was a multiyear deal that includes financial incentives for performance.
Spieth, 19, will wear Under Armour apparel and there are plans for him to wear Under Armour shoes and gloves, which the company will develop in the future. The deal does not include golf clubs.
Under Armour views Spieth as part of the “next generation” of young athletes who have signed on as endorsers in recent years, including Carolina Panthers quarterback Cam Newton and Atlanta Falcons wide
receiver Julio Jones, Kuehl said.
Spieth’s accomplishments at a young age attracted Under Armour to the golfer. Spieth led the University of Texas to a 2012 NCAA championship and earned low amateur honors at last year’s U.S. Open, among other achievements.
“If you dominate at that high level, at a junior level, a lot of times that translates to having a very successful career,” Kuehl said.
It is not Under Armour’s first golfer endorsement deal, as it has deals with PGA Tour players Hunter Mahan and Gary Woodland, but those deals are not as substantial and do not feature headwear exposure, Kuehl said. For golfers, endorsements that include logos on the front of their headwear are typically the players’ primary and most lucrative endorsement.
“This is the first deal where we have front of the headwear,” Kuehl said. It’s also the first deal that gives Under Armour the rights to a golfer’s shoes and gloves.
“We are really excited to work with them on helping to develop a golf shoe and golf glove line,” said Jay Danzi, Spieth’s agent and president of Forefront Sports Group, which signed Spieth in December.
Danzi said he is in talks with several golf club manufacturers about a club deal.
Spieth went through PGA qualifying school last fall but did not earn a PGA Tour card. He is scheduled to play at the AT&T Pebble Beach tournament in early February.
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Ryan Kuehl, Under Armour senior director of pro sports, would not disclose the financial terms of the agreement, but did say it was a multiyear deal that includes financial incentives for performance.
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Under Armour views Spieth as part of the “next generation” of young athletes who have signed on as endorsers in recent years, including Carolina Panthers quarterback Cam Newton and Atlanta Falcons wide
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| Under Armour’s logo will be on the headwear and golf bag of Spieth, who was low amateur at last year’s U.S. Open. |
Spieth’s accomplishments at a young age attracted Under Armour to the golfer. Spieth led the University of Texas to a 2012 NCAA championship and earned low amateur honors at last year’s U.S. Open, among other achievements.
“If you dominate at that high level, at a junior level, a lot of times that translates to having a very successful career,” Kuehl said.
It is not Under Armour’s first golfer endorsement deal, as it has deals with PGA Tour players Hunter Mahan and Gary Woodland, but those deals are not as substantial and do not feature headwear exposure, Kuehl said. For golfers, endorsements that include logos on the front of their headwear are typically the players’ primary and most lucrative endorsement.
“This is the first deal where we have front of the headwear,” Kuehl said. It’s also the first deal that gives Under Armour the rights to a golfer’s shoes and gloves.
“We are really excited to work with them on helping to develop a golf shoe and golf glove line,” said Jay Danzi, Spieth’s agent and president of Forefront Sports Group, which signed Spieth in December.
Danzi said he is in talks with several golf club manufacturers about a club deal.
Spieth went through PGA qualifying school last fall but did not earn a PGA Tour card. He is scheduled to play at the AT&T Pebble Beach tournament in early February.
