Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
New Zealander, 19, Golf
Golf’s great in the making
Key partners: Callaway Golf, ANZ, Evian
2015 ranking: 23
Lydia Ko doesn't like to hang around. Having already claimed a string of ‘youngest’ accolades since turning pro in 2013 at the tender age of 15, the world’s top female golfer confirmed what many had long predicted when she claimed her maiden major title – aged just 18 years, four months and 20 days – at September’s Evian Championship. That victory, plus four more on the LPGA circuit, made the Kiwi sensation the highest earner on tour in 2015, while two further tournament wins, including a second major at April’s ANA Inspiration, have set her well on the way to repeating the feat this year.
With a humble, carefree demeanour that belies her imperious talent, Ko is the archetypal marketer’s dream: a mature head on young shoulders, eloquent and personable inside and outside the ropes, advised by some of the best representatives in the game.
It is a distinct possibility that Ko will be contesting major championships for years, if not decades, to come. The promise of more success and the exposure that comes with it will have brands clamouring to be associated with one of the finest sportswomen of her generation. ML
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