Iron Man

Primary Topic: IMC

Title: Iron Man

Source: Forbes April 17, 2000 p. 144

Summary:

Most golf clubs promote their brands by contracting with well-known players for expensive endorsements. Vijay Singh, before his Master's win, wanted $1.5million to wear Wilson's visor. But after a 17-year deal, just 5% of consumers associated Singh with the Wilson brand. Instead, Wilson is going to use that money to sign up 1,500 club pros to its staff program. Get them on board, and they will be a powerful sales force for Wilson. This more direct sales approach is lifting revenues dramatically.

Questions:

Why didn't the Singh deal produce better results?

How important is it that Singh be associated with the brand name?

Is that the purpose of the endorsement?

How do you put a value on this kind of endorsement?

What kind of program would you offer club pros to use and promote the Wilson brand?

To read the full article:

http://www.forbes.com/forbes/2000/0417/6509144a.html