![]() News What’s a logo worth? Here’s why top professional golfers are in a financial league of their own By: “It was a natural fit.”īut for players who aren’t making bank on their tours, the corporate sponsors provide much needed money. “Now that I’m not an active player, I’ve taken a more active role with the sustainability initiative,” Pettersen says from her home in Norway. ![]() Both fit one of the company’s corporate pillars: Good-guy Pavin embodies Dow’s customer-friendliness and Pettersen its sustainability. Dow Chemicals continues to partner with PGA Tour Champions favorite Corey Pavin and Suzann Pettersen, the two-time major champion and Solheim Cup stalwart. “This has been a great match.”Ĭorporate sponsors also see ongoing value in athletes after their peak playing days. “When I take my contacts out at night, I have to put my cellphone two inches from my left eye and close my right eye to see the screen,” Piller says. Talley’s dad is an optometrist, and Piller’s vision is awful. In a world where the word authentic is overused, Versant found two players who could talk the talk. Versant Health, which provides eye insurance, is sponsoring two LPGA players, Gerina Piller and Emma Talley. It was a great trade, since all those non-golf events were canceled. “I basically used my event marketing budget for the year to sponsor Mark,” Rabil says. Open, the locker-room guys at Winged Foot were super excited about it,” he said. Hubbs, the player, is grateful for the support and, as part of his deal, passes around packets of peanuts at events. News Money Game Mailbag: How much does it *really* cost to be a Tour pro? By: It happened after Marshall Rabil, a third-generation owner of the nut company, DM’ed Hubbard on Instagram. ![]() The premium peanut producer (a tin costs about $25) has its logo on three-time mini-tour winner Mark “Hubbs” Hubbard’s left sleeve. Companies like Morgan Stanley, IBM and AT&T have gotten on board as well, with their sizable marketing budgets. Rolex and BMW have linked themselves to great moments in golf. “I have no idea why it took companies so long to catch up to BMW and Rolex. “It’s getting better and better, particularly in the era of diversity and inclusion,” says Jay Burton, a sports agent who represents LPGA stars like Paula Creamer. But the real juice is breaking through the marketing noise: Golf gives companies a direct link to a sport where their customers, average golfers at best, can feel connected to - and maybe even meet - the top players in the world. Nor does the affluent demographic that watches golf, since they can afford what corporate sponsors are selling. He’s worn Marcus on his hat for his two most recent PGA Tour victories. “We think of Patrick the same way as we do Marcus - early stage, with a ton of potential.”Īfter the Seminole pro-member, Cantlay found his groove and is now ranked in the top 10. “We were super-impressed with his inquisitiveness,” said Dustin Cohn, head of brand and marketing for consumer and investment management at Goldman Sachs. ![]() “It was the right time for us to grow together.”įor Marcus, it was also the right pick. “With Marcus, we were both getting off the ground,” Cantlay said. Cantlay, though, was interested in Marcus. What makes corporate sponsorships worth their while is more complicated. Titleist has made its balls synonymous with Tour victories - and sales follow suit. TaylorMade makes drivers full of technology, and it has aligned itself with some of the game’s longest hitters. When equipment manufacturers sponsor players, no one struggles to guess why they do it.
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