![]() ![]() “We get our ambassadors on site when they’re already playing a tournament somewhere and bring in usually 72 people from 15 or 20 different countries,” Bennahmias said. But it does not use any of its players in advertisements, preferring to use its golfers, including major champions like Darren Clarke and Danny Willett, for client events it hosts around the world. Francois-Henry Bennahmias, chief executive and a former nationally ranked French golfer, said it always wants that spot, to maximize television coverage. Audemars Piguet, the Swiss watchmaker, requires its players to wear its logo on the right side of their shirt. “Now and again it’s dinner meetings, when they’ll have all of their customers there and I’ll come in and talk.” “I’ll do corporate days, clinics, go out to the golf course for 18 holes,” she said before the LPGA Marathon Classic. Off the course, Creamer agrees to do ads and events. Paula Creamer, who IMG represents, has been with the same core sponsors for most of her career: TaylorMade, CDW and Mutual of Omaha. “Some players don’t mind looking like a NASCAR driver,” said Jay Burton, who oversees the LPGA client management for IMG globally. They can opt for what’s known as the “clean look,” a single sponsor like Nike or Under Armour to buy all the space on their body and bag. They can command millions for prime placement and hundreds of thousands of dollars for a small logo and an agreement to attend a couple of client golf events. ![]() The top professional golfers are financially in a league of their own. While the relationship between golf and money - like first tee shots and mulligans - can be complicated, it’s more positive than not. “Money Game,” my new, monthly column, is going to look at this intersection between golf and all things financial, from business sponsorships and on-course networking to how players like you spend their golf money. In the world of sponsorships, there’s give and take, just as there is in golf and business. Fix Charles Barkley’s swing? CDW, which adorns Paula Creamer’s hat, asked her to try that in an ad, but even a major champion can only do so much. ![]() Be a cheery and positive dinner speaker to clients right after a grueling round at TPC Sawgrass, win or lose? That’s Rose’s job at the end of The Players Championship, which Morgan Stanley sponsors. But for businesses, they’re investments that come with all sorts of expectations in return.įly around the world for a client tournament? Audemars Piguet asks that of top European golfers like Henrik Stenson, Tyrrell Hatton and Andrew “Beef ” Johnston. Sponsorships are big money for top professionals and necessary income for less-well-known players. Except in this case, Rose’s hat goes for $5 million a year. Such exposure is like the tagline from MasterCard, whose logo is stitched into Rose’s lapel: priceless. “I quite enjoyed that,” said Mandell Crawley, head of private wealth management at Morgan Stanley, who championed the deal to sponsor Rose. For the entire Sunday broadcast, the “Morgan Stanley” printed across Rose’s hat got the financial services firm more coverage than its rival Wells Fargo, which shelled out a lot more money to be the event’s title sponsor. But for one of his lead sponsors, his third-place finish was as good as a win. His three-under final round wasn’t enough to overtake the champion Max Homa. Playing in one of the last groups, the television cameras tracked every swing, but it also caught plenty of shots of his sponsor logos - on his hat, on his lapel and shirt, on his bag. On the final day at the Wells Fargo Championship, Justin Rose was in the hunt at Quail Hollow. ![]()
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