Masters win could boost golf, Jordan Spieth's endorsement portfolio

Mon Apr 13, 2015 6:33pm EDT
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Elizabeth Dilts and Fiona Ortiz

NEW YORK (Reuters) - Golf wunderkind Jordan Spieth's resounding win at the Masters golf tournament on Sunday not only will boost his personal sponsorship deals but could give the sport a much-needed jolt.

Spieth had already amassed an impressive list of endorsements before the Masters, including AT&T Inc, Rolex and Under Armour Inc, which signed a multi-year deal with Spieth in January.

Under Armour did not return calls for comment.

Now that he's considered one of the top golfers in the world, Spieth can be expected to add two or three large sponsors this year, said Matt Delzell, managing director of The Marketing Arm, a promotions and marketing agency.

The 21-year-old Texas native tied Tiger Woods' record of finishing the course 18 under par and became the second-youngest golfer to win the prestigious tournament at Augusta National, sending final round TV ratings up 23 percent over last year's final, according to Nielsen data provided by CBS Sports.

When Bubba Watson won the green jacket at the 2014 Masters, he played to the smallest TV viewing audience for the event in more than 25 years - about 8.5 million viewers, according to Nielsen. Back in 1997, Tiger Woods won his first Masters in front of nearly 16 million TV viewers.

"When Tiger faded, the interest in golf began to fade," said Rob Prazmark, president of 21 Sports, a Connecticut-based entertainment marketing company. "Spieth could be the next great inspiration."

However, Spieth, who is now ranked second in the world according to the official world golf ranking website, does not have name recognition. Last week, before his Masters triumph, less than 20 percent of Americans knew who he was, according to Repucom, a sports and entertainment analytics company.   Continued...

Jordan Spieth of the U.S. smiles as he wears his Champion's green jacket on the putting green after winning the Masters golf tournament at the Augusta National Golf Course in Augusta, Georgia April 12, 2015.  REUTERS/Brian Snyder