When Mark O'Meara won The Masters in April, the
switchboard at Taylor Made "lit up" as more than 3,000
"consumers wanted to know what kind of clubs were in his
bag," according to CNBC's Bill Griffeth, who reported live
from the U.S. Open at Olympic on Friday and examined the
endorsement contracts of today's top golfers. Debbie Hall,
Dir of Tour Relations at Taylor Made, on the importance of
pro endorsers: "It definitely helps sell product through,
because it validates the technology." Griffeth reported
that "some equipment companies spend nearly 25% of their
marketing budget on player endorsements. ... And even though
equipment companies are making their products visible this
way, the landscape is changing. Companies are starting to
put their money into just a few big names as the sport
becomes more popular and television stakes get higher, and
as the impact of a golf tournament victory is felt on Wall
Street." Par Valu analyst Paul Sanders said shares in
Ashworth jumped $2.00 the day after Ernie Els won the U.S.
Open last year and added, "Those guys on Wall Street --
they're watching the tournaments." Griffeth said the talk
of amateur Matt Kuchar is not how many tournaments he will
win after turning pro, "but what great endorsement contracts
he may get during" his career ("Business Center," 6/19).
KUCHAR RISING STAR: Kuchar, the GA Tech sophomore who
turned 20 yesterday, is "already being tempted by six-figure
endorsement offers to turn professional and skip his final
two years" of college, according to Leonard Shapiro of the
WASHINGTON POST. Kuchar: "I really don't know if anything
can persuade me [to turn pro]. ... I enjoy school"
(WASHINGTON POST, 6/22). In Richmond, John Markon wrote
that if Kuchar "keeps haunting leader boards at majors ...
he'll soon be looking at temptation in the form of very tall
stacks of hundred dollar bills" (RICHMOND TIMES-DISPATCH,
6/20). In Detroit, Jack Saylor wrote that "folks at Crest
or Colgate can't wait" for Kuchar to turn pro. Saylor:
"Imagine the commercials ... with his million-dollar smile"
(DETROIT FREE PRESS, 6/20). In Sacramento, Mark Kreidler
called Kuchar's smile "a wonderful thing" (SAC. BEE, 6/20).
In Oakland, Ed Sherman wrote that U.S. Open "galleries
couldn't get enough of Kuchar" (OAKLAND TRIBUNE, 6/21).
FATHER'S DAY: A USGA official "confirmed" that Kuchar's
father, and caddie, Peter, "had been asked to tone down his
reactions" to his son's play. Some players were "perturbed"
with Peter Kuchar's "exuberant celebrations" (WASHINGTON
POST, 6/21). In Baltimore, Don Markus said the "joke among
some of the pros is that they hope Kuchar turns pro so that
he can afford a new caddie" (Baltimore SUN, 6/21).
CASEY'S LIFE: Hartford Life Inc. President & CEO Lon
Smith wrote an op-ed Casey Martin in the HARTFORD COURANT.
Martin is a spokesperson for Hartford Life, and Smith called
Martin "a young person of rare character -- what we call the
'Bring It On' spirit" (HARTFORD COURANT, 6/21).
CORRECTION: On Thursday, THE DAILY incorrectly listed
Ernie Els' golf shoe endorsement deal. Els wears adidas.
THE DAILY apologizes for the error (THE DAILY).
