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, 20, Golf
The dominant force in women’s golf
Key partners: Ecco Golf, Mckayson, PXG, Evian,
2016 ranking: 7
It is astonishing to think that Lydia Ko has just turned 20 years old. She has already amassed career earnings of US$7.7 million, won two majors and spent an incredible 84 weeks ranked as women’s golf’s world number one.
Already the LPGA Tour’s benchmark player, Ko is now surpassing her peers through her commercial pulling power.
At the turn of the year, the New Zealander signed a three-year deal with South Korean sportswear brand Mckayson that will see her design a signature line of golfing apparel. She also switched club suppliers, leaving Callaway for challenger brand Parsons Xtreme Golf (PXG) in an agreement believed to be worth US$10million over its duration.
“She combines a capacity to have fun with a fierce focus. And she possesses the biggest intangible of all for a tournament winner: the ability to make big putts.” Jaime Diaz, Golf Digest.
The Kiwi sensation is blessed with the proverbial mature head on young shoulders and is always happy to talk to media outlets. What's more, she's being led down the path to golf superstardom by the old hands at WME│IMG, ensuring her brand will be expertly cultivated for years to come.
Ko’s reputation as one of the finest golfers of her generation is already secure. Now she has the chance to cement her legacy in the sport and beyond. GD