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
American, 23, Golf
Plus ça change for golf’s gentleman
Representatives: Lagardère Sports and Entertainment
Key partners: Under Armour, AT&T, Rolex, Netjets, Titleist, Wheaties
2016 ranking: 4
There has been little new to report on for Jordan Spieth over the course of the last year which, in many ways, is exemplary of his appeal. Though his wobble at the Masters in 2016 precipitated a relatively poor period of form – it’s arguable that he is still now getting back on track – he remains an unbelievably efficient, high-class golfing machine, on his day still the best in the business. And though he now represents a more premium investment for partnerships, reserved only for that level of sponsor requiring a US superstar with global reach, he also remains an impeccable brand ambassador.
“He’s just a fun kid to be around. I love his game. I love his competitiveness. I love being around him. It makes me younger. Amongst a group of very, very competitive people, he sticks out to me as competitive, which is a compliment.” – Jim Furyk, 2003 US Open winner.
Given that his personal brand is anchored so tightly to his image as a safe pair of hands both on the green and in his personal life, he could do with winning a major again in the near future, but even without that top-end success, Spieth has access to a market few other athletes in the world have.
Golf is not just a global sport, it is an obsessive pastime for affluent spenders around the world. A deal with Rolex is already in place, and it would not be surprising to see further luxury brands hitching their wagons to his star in the next stage of his commercial development. AN