Golf is growing more attractive to marketers and advertisers
as it "becomes the sport of choice for the young and hip,"
according to Kevin Goldman of the WALL STREET JOURNAL. A new ad
for Coors Light features young people hitting the links, and
print ads for New York apparel company Pivot Rules feature a
"hodgepodge of golf shirts" with the tagline: "Clothes to Play
Around In." Stephen Disson, President of sports consulting firm,
D&F Group, believes "a lot of yuppies are playing golf as an
alternative to tennis." Although there is yet to be "a new round
of young pro golfers" to supplant the marketing appeal of Arnold
Palmer and Jack Nicklaus, John Daly is tagged as someone who
could "wind up a dead-solid perfect spokesman for the young, hip
golfing crowd." Cambridge Sports, the sports management company
that handles Daly, said they are "working on some endorsing
projects now," including potential deals for a CD-ROM and a
camera company. Foote, Cone & Belding, which did the creative
work for the Coors ads, is also doing a Coors ad around young
adults and yachting. Foote & Cone Creative Dir Geoff Thompson
predicts yacht racing will be the next hot sport for advertisers
(WALL STREET JOURNAL, 7/31).
READY TO WEAR: The competitive nature of women's fashion in
the golf world is profiled by Lisa Girard in the current GOLF
WEEK. Ron McPherson, VP/GM of Antigua's Golf Division: "The
ladies business is only 12 to 15 percent of the golf industry and
there's far too much competition" (GOLF WEEK, 7/29 issue).
