If it were not about golf, we would call it a lucky strike: Jordan Spieth’s victory at the Golf Masters in Augusta was a major strike for Under Armour, the company that endorsed the 21-year-old just two years ago, extended its deal with the rookie for ten more years in early 2014 and started to market golf footwear this spring.
We really don’t know how TV experts calculate the value of an athlete’s exposure on television, but there are guys in the U.S. who valued the performance of the new superstar down to the last cent. Spieth’s performance in Augusta was worth, they say, $33.6 million. Just to compare: Nike’s Tiger Woods was worth a “mere” $19.6 million in media exposure when he performed on the same course in 2013.
We hear that TV broadcaster CBS had 11.1 million viewers watching Spieth’s triumph last weekend, which is an increase of 26 percent compared with last year’s Masters. That is good news for Under Armour, the Baltimore-based company, which has invested in a golf athlete for the very first time – and won in an impressive way.