Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

People and Pop Culture

Scott Mahoney, CEO, Peter Millar

Golfwear brand Peter Millar will be well-represented at the Presidents Cup this week. Four of its five golfers qualified to play in the biennial competition, and the company will be outfitting the entire International squad. Scott Mahoney, CEO of Peter Millar, couldn’t have scripted a better platform for the North Carolina-based company’s push beyond U.S. borders.

— Compiled by Michael Smith

Photo: COURTESY OF PETER MILLAR

Clearly, we want guys capable of winning at any point. To have guys who don’t show up on Sundays doesn’t do anybody any good.


Making a mark without marks:
There’s no branding on the clothing itself [at the Presidents Cup]. They’re very particular about the branding. We can say we’re the apparel provider for the International team in the Presidents Cup, but you don’t have any rights to the players. They all have their own endorsement deals. … What a deal like this does, though, is solidify our place as one of the premier apparel companies in golf; the fact that you have Nick Price calling on us to outfit the International team.

Approach to endorsements: We developed a very focused strategy on the PGA Tour to not have more than five players at any time. We had just two for a couple of years, with Bill Haas and Brandt Snedeker, then we’ve got Harris English, who is one of the best young players out there. Branden Grace and Richard Sterne, both South Africans, give us an international flavor.

Why place branding on the back yoke (upper back, between the shoulder blades)?: The premier locations are the hat and chest; we know that. By taking the back yoke, it’s a great spot, and there is more branding for the player. Both strategically and financially, that makes the most sense for us.

On styles and colors: The guys are fit and they’re athletes now. They don’t want the big, baggy clothing. That’s true with our business overall. … In terms of color, we love color. Our company has always been known for color, but it’s a fine line.

On the more outlandish looks: A guy like Ian Poulter looks great; he’s got cool stuff. But me, a 47-year-old businessman, if I tried to wear it, I would look stupid. A guy in his 40s and overweight trying to wear the Rickie Fowler orange game-day outfit … it’s a funny thing. Certainly, golf apparel leads the way with a lot of what happens on the market.

On international growth: We’re fairly multichannel, and golf is one of the channels that we do a good business in, both in the United States and the U.K. … Golf is becoming bigger and bigger, and traditional American brands have wonderful opportunities to grow.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2013/09/30/People-and-Pop-Culture/Plugged-In.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2013/09/30/People-and-Pop-Culture/Plugged-In.aspx

CLOSE