Brands are reevaluating their marketing plans and reassessing value of players that move to LIV GolfGetty Images
With the emergence of LIV Golf, brands are “being forced to reevaluate their marketing plans and reassess the value of players," according to David Dusek of GOLFWEEK. Golfers are typically "obligated to compete in at least 15 to 18 PGA Tour events in a season to fulfill their endorsement contracts." LIV golfer Cameron Smith is the “highest-ranked Titleist staffer” in the World Golf Ranking, but you “won’t see his picture” on Titleist’s website under "Featured Titleist Players." Rather, he is “below that prime area, with a small square photo that blends in with seven others.” Under “normal circumstances,” a pro who wins marquee events like the Players Championship and British Open would “have his picture splashed over marketing materials and advertisements for a year.” However, at this point, it appears Titleist is “not planning to promote Smith’s victories.” Similarly, it “would be tough to argue” that Adidas and TaylorMade are “getting the full value of their deals” with LIV golfer Dustin Johnson. Johnson won LIV’s event in Boston, but TaylorMade decided “not to celebrate that victory on social media” like when Rory McIlroy won the Tour Championship. The next time Johnson plays on network TV and “flashes Adidas and TaylorMade logos will likely be next April at the 2023 Masters.” One source said, “It’s very challenging right now because it’s a moving landscape. If you plan for an athlete to appear in a TV commercial nine months from now, you don’t know if he’s going to jump” (GOLFWEEK.com, 10/3).
