Yesterday's three-man British Open playoff was a "win-win-win for NetJets," as Zach Johnson, Louis Oosthuizen and Marc Leishman all have "sponsorship agreements with the luxury aviation unit" of Berkshire Hathaway, according to Eben Novy-Williams of BLOOMBERG NEWS. The three players all wore shirts "with the company's logo" during yesterday's final round and the four-hole playoff. Apex Marketing Group estimated that the company drew "about $6.5 million in media exposure" during ESPN's coverage yesterday. Apex Marketing Partner Eric Smallwood: "NetJets definitely got the most exposure of any sponsor." Novy-Williams noted the NetJets logo was featured "on Johnson's left collar, Oosthuizen's right collar and Leishman's back." Oosthuizen gave NetJets the "most exposure," because of "how the on-course cameras typically film right-handed players." Johnson generated "added value for the company after winning when he conducted a tearful up-close interview with ESPN." Under Armour was "poised for a big day," as Jordan Spieth was "trying to keep alive his hopes of a season Grand Slam." Spieth ended up missing the playoff by one stroke. Smallwood said that UA lost another "big opportunity when amateur Paul Dunne ... fell from contention early on in Monday's round and lost time on camera" (BLOOMBERG NEWS, 7/21).
ZACH ATTACK: Fortune's Dan Roberts speculates that fans will see "more of Zach Johnson" in advertising campaigns following his win yesterday. He said Oakley would likely be "trying to do more with him, that's his biggest endorsement.” Roberts: "I don't know that everyone knows Zach Johnson as a name yet, but they know that (yesterday's playoff) was really exciting. And if they didn't watch, but maybe now they watch next year. maybe now they decide to watch The Masters." He said it was unlikely Johnson would get a head-to-toe apparel deal after winning his second major, as that "really happens with these guys that you can tell are going to win a whole string of majors." Roberts: "What you see more of ... is they have a bank on their arm, and they have a different brand on their hat, and maybe they have Oakley on their shirt, and they have a lot of different names. It's almost like a NASCAR auto. ... Maybe Oakley says, ‘Hey, look, you win another major and we're going to give you another million dollars.’ But Zach Johnson, you know, he's at a point where people are going to be watching him more in the sport of golf" ("Morning Drive," Golf Channel, 7/21).
