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
Jordan Spieth - American, 20, Golf (New)
Since passing up his remaining years at the University of Texas to turn pro in late 2012, Dallas-born Jordan Spieth has quickly become America's hottest golfing prospect. No fewer than nine top-ten finishes, just shy of US$4 million in winnings and a first victory at July’s John Deere Classic were more than enough to see him named the PGA Tour's Rookie of the Year in 2013 – not bad for a player who started the year as a teenager with no tour status.
In a sport crying out for someone to stamp their authority on the game à la Tiger Woods, many fully expect more honours to follow for a youngster climbing fast in the world rankings. 2013 Masters champion Adam Scott’s assertion that Spieth will “win majors very soon" has been echoed across the golfing world, and that was before a starring role at April’s Masters saw him finish second only to Bubba Watson – a performance which has elevated him to new status in the United States and beyond.
There is little doubt that the youngster, a captain’s wildcard at last year’s Presidents Cup, will be in Tom Watson's US team for this year’s Ryder Cup at Gleneagles. Managed by Jay Danzi at Lagardère Unlimited, Spieth has already signed endorsements with Under Armour, Rolex, AT&T, Titleist, Netjets, SuperStroke, Perfect Sense Digital and BioSteel. It is an auspicious portfolio for a 20-year-old still some way off his peak. ML
The sponsor perspective
Matt Mirchin, senior vice president of global brand and sports marketing at Under Armour:
“We’re thrilled that Jordan Spieth is part of our family and we see that relationship going on for an extremely long time. He could play golf for 30 years and we think he could be one of the best to ever play the game.”