Golfer Jordan Spieth following his record-setting win at The Masters in all likelihood "will see his off-course income more than triple" to at least $25M annually, according to experts cited by Ron Sirak of GOLF DIGEST. His "spike in earnings power, plus his on-course winnings, will likely propel Spieth from No. 16 to the fifth spot in the annual Golf Digest 50 All-Encompassing money list next year." The victory for Spieth is worth so much because he "hits all the benchmarks agents and endorsement partners are looking for." No one "thinks this was a fluke," but rather they "believe there are more major victories in his future." At just 21 years of age, business partners are confident Spieth "will be around for a long time, generating publicity for their products." Spieth also has "likeability," as he is "a nice guy with no off-the-course baggage." He is "polite, devoted to his special-needs sister and articulate." In addition, he "won the right major in the Masters." An anonymous agent said golfers Adam Scott and Justin Rose earned "an extra $3 to $5 million annually" for winning The Masters and U.S. Open, respectively, in '13. It will be "even more lucrative for Spieth because of his age" (GOLFDIGEST.com, 4/12). Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said that Spieth could add as much as $10M a year in endorsements to his golf winnings. Dorfman: "He could still use a little more style and charisma, but his youth makes him a desirable pitchman for many brands, especially golf marketers trying build interest in the game to the elusive teens and 20-somethings." Spieth last week ranked as the No. 5 most marketable golfer in THE DAILY's survey of marketing experts. Dorfman said that Spieth's Masters win "may vault" Spieth over Rory McIlroy "to the No. 1 spot" (BLOOMBERG NEWS, 4/12).
: In Baltimore, Sarah Meehan reports Under Armour likely garnered "millions of dollars in exposure this weekend through all of the Spieth coverage." Spieth in January signed a 10-year extension of a deal with UA that was originally signed after he turned pro in '13, and the company's logo "could be seen on Spieth's shirt, hat, belt and shoes" during the tournament. He was "clearly a focal point of CBS' coverage" throughout the weekend. UA "isn't wasting time using Spieth's win to its advantage," as the company's homepage last night "was splashed with a photo of Spieth and reads, 'The Jacket is his.'" The company also is using Spieth as the "background photo" for its "Facebook page, main Twitter feed and its golf account." UA is selling the four outfits Spieth wore during the event (
BIZJOURNALS.com, 4/13). In N.Y., Karen Crouse writes Spieth "has been the head-to-foot soldier for Under Armour's mounted charge" into golf, just as Tiger Woods after turning pro in '96 "was enlisted to kick off Nike's entry" into the sport (
N.Y. TIMES, 4/13). FORBES' Patrick Rishe wrote observers should "expect UA's share of the market to increase in the golf division" after Spieth's Masters victory." In addition, Spieth "will be taking the first big step towards becoming the next $100 million man in golf" (
FORBES.com, 4/12). UA Founder, Chair & CEO Kevin Plank called Spieth's Masters win a "pinch me" moment. Plank: "Thanks to Jordan, our company grew up today." Plank yesterday acknowledged that UA "was firmly in the game" to sign McIlroy in '12 when he signed a multiyear deal with Nike, but UA "needed an equipment partner in Titleist and Callaway." He said, "We were ready to write a big check. So when it didn't happen I asked our golf director Ryan Kuehl what we should do, and he came back with Jordan" (
ESPN.com, 4/12).
ROOTS TO BRANCHES: In Dallas, Bill Nichols notes the Northern Texas PGA early last week announced a partnership with Spieth, "a former NTPGA member, to help grow the game." NTPGA Exec Dir Mark Harrison said, "He’s going to do big things for this game. He’s what this sport needs. When Tiger Woods won in 1997, our junior foundation spiked in 1998 and ’99, then leveled off. I think you’ll have the Jordan Spieth effect with the same spike" (
DALLAS MORNING NEWS, 4/13).
