Under Armour during The Masters received an "eye-popping" $33.6M in broadcast exposure on ESPN and CBS thanks to Jordan Spieth's "dominating victory," according to a Detroit-based sports sponsorship analytics expert cited by Ryan Sharrow of the BALTIMORE BUSINESS JOURNAL. Former Front Row Marketing Senior VP Eric Smallwood said that Spieth's value to UA from the exposure this weekend is "higher than what traditional big-name golfers have received in past tournaments." Tiger Woods at The Masters in '13, for example, garnered $19.6M in exposure for Nike with a top-five finish. Sharrow noted UA's logo throughout the tournament "could be seen across Spieth's hat, shirt, belt, pants and shoes." Spieth's victory "marked the first Under Armour endorser to win a major" (BIZJOURNALS.com, 4/13). In Baltimore, Welsh & Mirabella cite experts as saying that Spieth's performance "likely will pay off" for UA for "years to come." Sterne Agee Managing Dir Sam Poser, an apparel stock analyst, said that the win "will help elevate the Under Armour brand on a global level." Poser yesterday wrote in a report, "We believe that Spieth has just become the next American face of golf." Baltimore-based advertising/marketing firm IMRE Dir of Sports Marketing Matt Saler said, "This is the first time (Under Armour) has sponsored a golfer that won a major championship, and he's draped head to toe in Under Armour, which is unique in golf. It really makes Under Amour arrive on the golf apparel scene" (Baltimore SUN, 4/14). CNBC's Scott Wapner noted UA “had a billboard all weekend with Jordan Spieth.” Ritholtz Wealth Management CEO Josh Brown said, “To see Rory and Tiger in Nike and then the winner just blow by them wearing Under Armour -- when you think about that from a demographic standpoint, it’s just so perfect for that to have been the outcome” ("Fast Money Halftime Report," CNBC, 4/13).
BASKING IN SPIETH'S SUCCESS: Fox Business’ Melissa Francis reported shares of UA yesterday reached record highs “in what’s being called the ‘Spieth Spike.’” Turkel Brands CEO Bruce Turkel said there was a "bigger message" for athletic companies, which is "get in early” on up-and-coming stars. UA initally signed Spieth three years ago, and Turkel said, “What this is going to do is put a halo effect on all the folks who are coming up, because you’ve got to lock them up before they have these huge days.” Fox Business’ Lauren Simonetti noted Spieth is signed with UA through ’25 and said, “You could argue that he will do to Under Armour, which isn’t that known in the golf world, what Tiger Woods did to Nike” (
“Money With Melissa Francis,” Fox Business, 4/13). CNBC’s Dominic Chu said UA “scored big-time" at the Masters with its endorsement of Spieth. CNBC’s Michelle Caruso-Cabrera said Spieth's current 10-year endorsement deal “speaks to how aggressive Under Armour has been on so many fronts." Caruso-Cabrera: "I mean, they take no prisoners” (
“Closing Bell,” CNBC, 4/13).
MAN, I'M GLAD I CALLED THAT GUY: In Dallas, Bill Nichols writes Spieth is a "marketer’s dream" as someone who is "young, confident and humble." He is the "boy next door who just happened to calmly blow away the world’s best on golf’s biggest stage." Spieth was "already hot property to potential sponsors before becoming a major champion," as he ranked fifth in THE DAILY's recent most marketable golfer survey. AT&T last June "seized the opportunity to sign Spieth." The company’s last personal endorsement with a golfer "was with Woods, which lasted only nine months." The AT&T logo on Spieth’s bag "was prominent last week," and the company during The Masters "launched its 'It Can Wait' ad campaign," which features Spieth warning people not to text while driving. AT&T Senior Exec VP & Global Marketing Officer Lori Lee said, "Jordan is the real deal. ... We suspect this is just the first of many major victories to come, and we couldn't be happier for him" (DALLAS MORNING NEWS, 4/14).
ALREADY FIELDING NEW OPPORTUNITIES: Spieth this morning said he was not sure what kind of endorsement offers he has been receiving this week, as that "doesn’t come to me directly, it comes to my manager." He said they were "considering options" for new deals, but he added, " I love the partnerships we have right now. A lot of them are long-term already, and I enjoy that. This is what they expect of me. ... They took a chance, they put their investment into me to be wearing this jacket” ("Squawk Box," CNBC, 4/14). Marketing Arm Managing Dir Matt Delzell said that the two areas in which Spieth likely will seek sponsors "are the financial services industry and high tech, where he could promote an edgy accessory that appeals to a younger audience." REUTERS' Dilts & Ortiz cited experts as saying that Spieth "has moved up the list of attractive celebrity sponsors, but companies will watch for two possible pitfalls." If he "fails to consistently win more big tournaments, Spieth's name recognition could dwindle." A similar fate "could also befall him if he gets embroiled in any bad-boy antics" (REUTERS, 4/13). United Entertainment Group Founder & CEO Jarrod Moses said, "He’s on fire. I’ve had five calls about him already." He added an "auto brand looking to appeal to millennials, sports drinks, confections, eye-wear and airlines" are among those categories calling for details. Moses said that Spieth "could command a handful of three-year deals valued at as much as" $15M over the term (N.Y. POST, 4/14).
THERE'S NOTHING YOU CAN'T DO: USA TODAY's Steve DiMeglio notes Spieth yesterday flew to N.Y. for a "non-stop tour chock-full of appearances," including interviews with ESPN Radio, "NBC Nightly News" and Fox. There was a "photo op and lighting ceremony at the Empire State Building," and he "met up with David Letterman for his late show." Today, Spieth is live with "Mike & Mike," "CBS This Morning," "Today," CNBC, Golf Channel and "The Dan Patrick Show," among others (USA TODAY, 4/14).
