The Primary Cut

Twelfth installment of The Primary Cut – weekly insights from the world of golf player management and other golf-related industry and player news.

Adams Golf Rescues Rory

It didn’t take long for someone to scoop up Rory Sabbatini, the controversial South African, who was last seen tipping the valet at Sherwood Country Club as he sped away from Tiger’s Target-sponsored tournament after withdrawing early with what his agent, Bud Martin of SFX Golf, sheepishly described to the media as a bad case of “shin splints.” To which Jim Furyk rolled his eyes and the normally reserved Fred Couples loudly guffawed. “Yeah. And Roger Clemens’ agent says he didn’t do steroids.”

Not long after the Sherwood affair, Sabbatini was unceremoniously dumped by his equipment sponsor, Nike Golf (moral of the story—don’t mess with Tiger, Rory), leaving many to speculate where he’d land in 2008. But Sabbatini found some clubs to play with in time for last weekend’s season opening Mercedes-Benz Championship in Maui when Adams Golf announced it had signed the four-time PGA Tour champion and 11th-ranked player in the world to an endorsement deal. The signing is a coup of sorts for the emerging equipment company whose client list was once weighted primarily around senior players such as Tom Watson and Bernhard Langer, but which now is headlined by young international stars like Sabbatini and the Aussie Aaron Baddeley (who was dropped by MacGregor in the fall) as Adams sets it sights on the PGA and LPGA Tours. As part of the deal, which was negotiated Martin, Sabbatini will wear the Adams Golf hat, carry the Adams Golf staff bag and play the company’s Idea a3 irons, Idea Pro hybrid and Insight driver. And Baddeley will wear an Adams hat, carry a tour staff bag and is expected to start the year using the company’s line of Insight 3 and 5-woods. President and CEO Chip Brewer said Baddeley will work additional Adams clubs into his bag during the year, and that the company will consider adding blade irons to its product lineup to accommodate its newfound elite players, and “broaden its consumer audience.”

Just how much Sabbatini commanded in the deal is unknown at the moment. While he theoretically lacked leverage given the abrupt decision by Nike, Sabbatini was coming off his best year as a tour pro and thus was able to theoretically command a legitimately larger deal from an emerging player like Adams Golf (whose equipment he had already some experience playing), than he would have had he somehow stayed on with Nike. In ’07, Sabbatini won the Crowne Plaza Invitational at Colonial, and finished in the Top 10 at nine other tournaments, including T2 at The Masters. Sabbatini was also the only player to post Top 10 finishes at all four FedEx Cup Playoff events, and he finished the year ranked sixth on the ’07 Money List with over $4.5 million in earnings.

“I’ve been playing the Idea Pro hybrid for two years, recently had outstanding testing sessions with the Idea a3 irons, and am very familiar with the quality and performance of Adams Golf products,” said Sabbatini. “In the end, I believe their engineering and tour departments can provide me a competitive edge and I look forward to being with a company where I can make a difference.”

Now maybe Martin can set his sights on securing a new deal for his longtime stud client, John Daly, who was dumped by TaylorMade and Maxfli over a month ago.
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2008: The Year Of Cobra Golf?

When Jason Gore went from Nike to Cobra Golf at the end of ’07, he made the statement that he was looking forward to finally playing with clubs that he had confidence in. That comment made Nike execs cringe and Cobra ones smile, though probably not as much as when they saw their bottom line ’07 sales figures. I wrote months ago that Cobra knows how to market, as evidenced by their use of commentator David Feherty in commercials, and has been trying to appeal to the younger demographic and more casual fan. Well, the strategy is working. Cobra (which along with Titleist and FootJoy, is owned by Acushnet Company) is approaching its 35th anniversary and is coming off a year of record-setting market shares and worldwide sales growth, which President Jeff Harmet attributes to innovative, high performance product introductions, brand development in growing markets, and an efficient high profile PGA Tour presence. Harmet states that ’07 Cobra sales grew in the United States and Europe by nine percent and seven percent, respectively, which he said sets the stage for long term growth in the developing Asian markets such as China, Korea and Japan. “To fuel this momentum we have significant new driver and iron launches planned for the Spring of 2008,” said Harmet. “Together with our late 2007 introductions, the Cobra brand will promote the most extensive product range in our 35-year history in 2008.”

Across the worldwide professional tours, Cobra Tour Staff is young, hip and fun to watch, consisting of 2006 U.S. Open champion Geoff Ogilvy (13th in the world), Ian Poulter (22nd), Camilo Villegas (56th), Jason Gore, J.B. Holmes and Kevin Na, as well as LPGA standout Jeong Jang. Cobra’s marketing campaigns thus far have played off the youthful exuberance of its staff, and I expect them to continue to target players whom they feel exhibit the stylish traits that have helped them span across differing consumer demographics.
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Hipp Announces ‘Style Leaders’ Program For LPGA, Futures and Ladies European Tour Players

I wrote in the 2008 LPGA preview column that endorsement money has never been better for top-flight female professional golfers. But obviously, lesser known players will always have a tougher time landing endorsement deals until they achieve on-the-course success. However, is there not a middle-of-the road niche market that is just waiting to be utilized, whereby aspiring stars can still be invested in, so to speak, by equally aspiring companies?

It’s with this untapped market in mind that golf and sportswear designer Linda Hipp’s company, LIJA, announced the launch of the 2008 LIJA Tour Style Leaders, a unique new apparel sponsorship program designed to expand the on and off-the-course style opportunities available to members of the LPGA, Futures and Ladies European Tours.

The two-pronged approach to Tour sponsorship provides professional women golfers with the opportunity for an extensive apparel-only endorsement for the 2008 season, and the chance to compete for a Grand Prize package of $25,000.

To be considered for the 2008 LIJA Tour Style Leaders, players can visit www.lijastyle.com/company/proplayers.html and complete an “expression of interest” form, which has already been distributed to player agents and managers. Those chosen by LIJA as “Style Leaders” will receive up to 70 pieces of LIJA clothing at no cost and be entered in a season-long competition for the Grand Prize consisting of: a cash bonus; apparel for the 2009 playing season; participation in a professional photo shoot for use in LIJA marketing and PR initiatives (photos also to be provided to player for individual promotional use); placement in select LIJA marketing materials; inclusion in international, national and regional editorial items; and finally an all-expenses paid trip to Vancouver (home of the 2010 Olympics) for style consultation with Linda Hipp, company founder and principal designer.

Once selected, Style Leaders will be provided with a range of tops, bottoms, sweaters, outerwear and accessories to be worn in competition. The Grand Prize winner must compete in a minimum of 15 sanctioned events during the 2008 season and will be selected based on a variety of factors, including on-course performance, photo submissions, brand testimonials and story submission of what inspired them to play and how golf has impacted their life.

An avid golfer, Hipp combined her passions for fashion, golf and business by launching Hyp Golf in 1997, which re-branded as LIJA in late 2004. In August, LIJA launch five new collections for Spring 2008, featuring an expanded range of technical blends, LIJA-designed prints and an entirely new group of comfortable leisure wear. The collections—Life of Leisure, Eye Candy, Runway Luxe, Spring Fling and Sweet Georgia Brown—are said by Hipp to “showcase soft tones and sophisticated colors, sleek lines and feminine details.” Fusing tech-specific fabrics with LIJA exclusive plaids and prints, Hipp’s company has created more than 200 pieces of trend-setting contemporary sportswear over the years. But the Style Leaders idea is the first of its kind in the company’s existence.

“The LIJA Tour Style Leaders program is a new way for our growing brand to contribute to the success and style of golfers competing at the highest levels,” said Hipp. We’re looking to partner with passionate, inspired women who are empowered by the game and devoted to looking their best.” LIJA has already won the 2007 PGA Magazine Award for Resort Top Seller and Private Course Top Seller, and can be found in the nation’s most world-renowned resorts and clubs like Congressional, Doral, Kiawah Island, Pebble Beach, Pinehurst and Whistling Straights. Now, maybe it’s time for it to also be found on your client’s back?
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The More Endorsement Deals The Better?

2007 PGA Rookie of the Year Brandt Snedeker is represented by Mac Barnhardt of Crown Sports Management and is part of a growing trend that is finding professional golfers on more than one equipment company’s pay roll. At this past weekend’s Mercedes-Benz Championship, for example, Snedeker was playing TaylorMade’s R7 irons, and also a TaylorMade r7 425 driver, which made headlines when it cracked during his first round (not to worry, he had a spare back in his hotel room).

Yet for all the TaylorMade equipment he plays, Snedeker is also on the Bridgestone staff, and he wears their logo on his hat and glove, has a Bridgestone bag, and plays a Bridgestone brand ball.

The lesson for player agents? Don’t feel obligated to sign away your client’s equipment and endorsement soul, so to speak, to just one brand. In fact, most players are starting to trend away from staying strictly with one company across the endorsement board. Instead, agents should look to mix and match and get creative with their clients’ respective deals in order to provide them with more leeway in terms of what they can play and wear. This ties in with an agent’s underlying goal, to do whatever is his or her client’s best interests, financially and professionally.