![]() “It’s getting better and better, particularly in the era of diversity and inclusion,” says Jay Burton, a sports agent who represents LPGA stars like Paula Creamer. ![]() But the real juice is breaking through the marketing noise: Golf gives companies a direct link to a sport where their customers, average golfers at best, can feel connected to - and maybe even meet - the top players in the world. Nor does the affluent demographic that watches golf, since they can afford what corporate sponsors are selling. He’s worn Marcus on his hat for his two most recent PGA Tour victories. “We think of Patrick the same way as we do Marcus - early stage, with a ton of potential.”Īfter the Seminole pro-member, Cantlay found his groove and is now ranked in the top 10. “We were super-impressed with his inquisitiveness,” said Dustin Cohn, head of brand and marketing for consumer and investment management at Goldman Sachs. “It was the right time for us to grow together.”įor Marcus, it was also the right pick. “With Marcus, we were both getting off the ground,” Cantlay said. Cantlay, though, was interested in Marcus. What makes corporate sponsorships worth their while is more complicated. Titleist has made its balls synonymous with Tour victories - and sales follow suit. TaylorMade makes drivers full of technology, and it has aligned itself with some of the game’s longest hitters. (That’s Johnnie Walker menswear-hard-liquor logos are a no-no.When equipment manufacturers sponsor players, no one struggles to guess why they do it. Jim Furyk signed a three-year, $2 million deal to wear a Johnnie Walker logo here. Shoesįootwear is cheaper than you’d think until you stop to think: You see shoes on TV only when a golfer goes into a hazard. ![]() You can get a no-name for the minimum, but even such second-tier stars as Luke Donald and John Daly (well he could) can command $250,000 or more for over-the-heart coverage. For lefty Phil Mickelson, whose right side faces the target, this is the million-dollar sleeve. This sleeve is less precious than the left because it gets less TV time, but some marketers prefer it because it shows up on a right-hander’s follow-through. Golfers sell the sides of the cap for less than half as much as the front, and the back for as little as one-tenth. Semi-star Luke Donald got about $1 million a year to wear Mizuno’s logo on his cap, but that amount could quadruple if he wins the Masters. Tiger’s cap is part of a clothing deal with Nike worth $29 million a year. As a rule of thumb, the front of the hat, with its prime TV exposure, makes up half the total value. Many players make the hat they’ll wear part of a clubs-balls-bag-apparel deal. But I wonder if the economy will have a lot more players sporting blank sleeves in ’09…what do you think? And if you ever wondered why we have to wear collars to play this game…look no further. Here are some numbers to give you an idea of how lucrative the right arm of many golfers are worth. Many of the journeyman are finding out that there left sleeve is worth more then their actual golf game can earn…and especially if they are in contention for a major. And golfers aren’t complaining…not only are the great golfers finding lucrative contracts from sponsors but many golfers who struggle on the tour are as well. ![]() Where even a square inch on a dashboard cam is worth a couple years salary to most.īut in recent years the trend seems to be catching on in golf as well. For the most part this type of advertising was reserved for the Nascar industry. Anybody that has seen John Daly walk the fairways in recent years…is witness to what a human billboard looks like in the game of golf. ![]()
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