Schwartz: Jordan Spieth Is Becoming Golf's New Marketing Sensation
By Peter Schwartz
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Despite finishing in a tie for 11th place at the RBC Heritage over the weekend, life is good for 21-year-old Jordan Spieth. In fact, life really couldn't be any better for one of the newest stars on the PGA Tour on the heels of winning the Masters last week.
His life isn't about to change. It's already changed.
"For a golfer, it's career-changing," said Steve Rosner, partner and co-founder of New Jersey-based 16W Marketing. "Arguably, it's the most prestigious tournament on this side of the pond. I think if you would ask the pure golfers when they win at Augusta, it kind of puts them in another category."
Spieth was dominant at Augusta, finishing 18 under par and tying a Masters scoring record. He became the fifth golfer to win the tournament wire-to-wire. Not only has he made a name for himself with his play, but he's also going to be a force to be reckoned with in terms of earnings away from the golf course.
The instant revenue generators are about to kick into high gear, but he also has to keep winning.
"His sponsorship dollars will increase," said Rosner. "His appearance fees will increase. He's got everything going for him. Jordan has some upside here but, as a golf fan and from a business standpoint, I'd like to see him win another one or two tournaments and then we can start talking about long-term economic reward versus short-term."
From a marketing standpoint, there are certain categories that will be a fit for Spieth and some that will not. At the age of 21, Spieth probably isn't going to be pitching any beer commercials. But he could very well be sought after by car companies, restaurants or airlines.
However, Spieth is already set in the sporting goods department. Nike and Reebok need not contact him.
"Under Armour obviously picked the right guy," said Rosner, whose company represents the likes of Boomer Esiason, Bob Papa, Ron Darling and Phil Simms. "To me, that's a great brand for him. They're ecstatic. They're probably saying, 'We beat the competitors to the punch here by getting him.'"
Much like Tiger Woods and Rory McIlroy did previously, Spieth has certainly captivated the imagination of the golf world. It's just one green jacket and one major title, but Spieth has quickly established himself as a force on a tour that experienced parity since Woods' domination came to an end.
There's a lot to like about the former University of Texas standout, between his game and his personality.
"My first impression is that he is a respectful kid," said Rosner. "He's respectful of the game and didn't really seem that excited (about) winning. He kept everything in. I think the next year is very critical for him. First and foremost is how he continues to play well."
After winning the Masters, Spieth went on a whirlwind media tour and could have very well taken this past weekend off. But he stuck to his commitment and decided to play at Hilton Head.
"It shows maturity," said Rosner. "It shows that the kid is getting good advice."
It appears as if Spieth has surrounded himself with the right people. There are many times that an athlete experiences a lot of success early, but then the entourage grows quickly and sometimes things can take a turn for the worse.
As the legend of Spieth continues to evolve on the golf course, he'll have some important decisions to make when it comes to what he endorses and how much of his time will be occupied by it.
While he doesn't need much advice from people on the golf course, Spieth should definitely keep his antennas up when it comes to marketing and what the experts have to say.
"If there's the right opportunity to capitalize early on his Masters success," said Rosner, "I would look at that seriously. But I would only pick one, and maybe two. Remember what got you there. Golf is a lot different. Don't give up a lot of your time. Give up your name and likeness, but don't give up a lot of your time."
While Woods is on the comeback trail and other stars like McIlroy and Phil Mickelson are still in the mix, Spieth has burst onto the scene thanks to his record-setting performance at the Masters. So far, he has handled his success the right way.
Time will tell if he can sustain it, but right now there's no reason to think that he won't.
For more information on 16W Marketing, you can visit their website.
Don't forget to follow me on Twitter @pschwartzcbsfan. You can also follow Jordan Spieth @JordanSpieth.
