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Volume 21 No. 34
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Mercedes-Benz signs world golf No. 2 Rahm to endorsement deal

Jon Rahm, the 23-year-old PGA Tour player who became the No. 2-ranked golfer in the world earlier this year, has signed a multiyear deal to endorse Mercedes-Benz.

 

Financial terms were not disclosed. Rahm now drives a Mercedes-AMG G 63, which has a list price starting at $142,800.

 

Mercedes has the right to use Rahm in advertising, including television commercials, but has not determined if the brand will do that, said Monique Harrison, Mercedes-Benz USA department manager, brand experience marketing.

 

Rahm will appear at an event in Augusta, Ga., during Masters week in which Mercedes will unveil its top-of-the-line Mercedes-Maybach Sedan. Mercedes-Benz became a global sponsor of the Masters in 2014.

 

Jon Rahm, sitting on the Mercedes-AMG G 63, is the carmaker’s newest endorser.
Photo: mercedes-benz

Rahm, who turned pro in June 2016, secured the No. 2 ranking less than two years later, in January following his win in the PGA Tour CareerBuilder Challenge. Rahm’s on-course success is what attracted Mercedes, Harrison said.

 

“We are interested in the next up-and-comer and always keeping our eye on the next big name,” she said. “Jon’s an easy choice for us, given his talent, his success and what he stands for.”

 

In golf, Mercedes also sponsors PGA Tour golfer Rickie Fowler and former world No. 1 Bernhard Langer, a two-time Masters champion who now plays on the PGA Tour Champions.

 

Brian Gordon, CEO of Engine Shop, negotiated the deal for Mercedes. Steve Loy, president of golf at Lagardère Sports and Rahm’s agent, represented the golfer.

 

Loy, who also counts Phil Mickelson as a client, said that Rahm’s meteoric rise has attracted many companies interested in sponsoring him but he has not entertained talks with the vast majority of them.

 

“We could have pursued a couple of other opportunities for him, but knowing he hopefully will win a couple of majors here in the next few years, you always have to be prepared for that,” Loy said. “And just like we did with Phil, we want to leave opportunities open. However, when we get a brand like Mercedes-Benz, they are No. 1 in the world, and that’s exactly the kind of brand to put him with,” Loy said.

 

As of last week, Rahm had played in 41 professional tournaments, won four of them and finished in the top 10 19 times. “Basically one out of two events he plays in he will be in the top 10, which is unheard of except for the outstanding years of Tiger [Woods],” Loy said.

 

Rahm’s other sponsors are TaylorMade Golf, Adidas and Rolex.