Golfer Jordan Spieth, given his "rapid rise to world No. 2, his clean-cut image and his ability to connect with consumers of all ages," is a "marketer's dream," according to Bill Nichols of the DALLAS MORNING NEWS. Spieth possesses "many of the on-course characteristics that fueled Tiger Woods’ Q-ratings -- with none of the baggage." AT&T Chair & CEO Randall Stephenson, whose company sponsors Spieth, said, "He’s somebody who’s going to be very important, not just for AT&T but for the game of golf. In the era since Tiger was in his prime, we need somebody to come out and really attract young people to the sport." Stephenson added, "You think about the way we use golf from a sponsor’s standpoint: Our B2B business, every Fortune 1,000 company is a customer of ours, and so golf is very important to that demographic and the decision makers in that demographic. But the image you think about ... this kid even reaches that demographic as well. So you’re really hard-pressed to find an individual who can span the demographics the way this kid does.” This week's stop on the PGA Tour is the AT&T Byron Nelson in Irving, Texas, and Nichols notes by "aligning its tournament with Spieth, AT&T has a built-in ambassador." Spieth was "born and raised in Dallas," and since "connecting with AT&T, Spieth has been made a charter member of the Trinity Forest Golf Club, the Nelson's future home, which AT&T is affiliated with" (DALLAS MORNING NEWS, 5/28).
