And with her international looks, youth and appeal, the 14-year-old Punahou School freshman may someday rival Woods in attracting endorsements, experts said. Woods, it's estimated, could generate $1 billion by the time he reaches age 35.

"She literally has the opportunity to build her own Michelle Wie brand," said Kathleen Hessert, president of North Carolina-based Sports Media Challenge. "She's got the diversity, she's got the looks, she's got the talent, and she's got the charisma."

Wie had attracted sports agents and sports marketing experts long before a national television audience two weeks ago saw her miss the cut by one stroke at the Sony Open against male professionals.

With the excitement and attention Wie generated at the Waialae Country Club, sports marketing experts believe her dollar value could set records.

International appeal

Multinational corporations could tap her Korean heritage to appeal to Asian countries, particularly those where golf is popular, they said. And images of Wie playing golf in Hawai'i could draw more visitors to the Islands.

"Her upside is limitless," said David Carter, a sports business instructor at the University of Southern California and co-author of "On the Ball: What You Can Learn about Business from America's Sports Leaders."

"It's the way she handles herself," Carter said. "It's her age, meaning she's likely to be on the global stage for a long, long time. It's the global appeal of golf. And the fact that she has an international look doesn't hurt her."

While Wie's future earnings have became the subject of much speculation after the Sony Open, others are purposely not talking.

Wie's father, B.J. Wie, doesn't want to discuss his daughter's potential to earn millions of dollars. Last year, the Wies turned back $69,836 in winnings from six professional tournaments Michelle played in, including four LPGA events and the U.S. Women's Open.

"She is amateur," her father said curtly last week. "I can't do anything until she turns professional."

It's in Michelle Wie's best interest to stay silent, sports marketers say, because any misstep could jeopardize her amateur standing, future in sports, and future earnings.

Amateur status

Officials at Titleist, for instance, didn't want to discuss the marketing exposure they may be getting from Wie's wearing of Titleist caps.

"We can't really talk about it," said Joe Gomes, director of communications of Massachusetts-based Acushnet, the parent company of Titleist. "Because she's still an amateur, we can't comment on anything she does because it would jeopardize her amateur status."

At Stanford University, where Wie hopes to go for college, officials were also careful.

Bob Carruesco, director of marketing for Stanford athletics, didn't even want to discuss Wie by name.

"There's an NCAA book that we follow very closely," Carruesco said. "We don't want to talk about Michelle because we don't want to worry about a recruiting violation."

Sony Open spokesman Bill Bachran was equally cautious.

"We are well aware of the implications of her losing her amateur standing," Bachran said.

But others further removed from Wie continue to salivate over the possibilities.

"Some sponsor could benefit by being associated with her for a long time," said Sylvia Allen, a founding member of the professionals' group Women In Sports and Events and president of her own sports marketing company, Allen Consulting, Inc.

"A product line could follow her for years," Allen said. "They could start with a 14-year-old and say, 'We've grown up with her.' "

Potential pitfalls

But just as attention has turned to Wie's earnings potential, people in the business of sports marketing are quick to point to a long list of young athletes who burned out, got in trouble with the law, or otherwise jeopardized their futures.

Jon Spoelstra, author of "Marketing Outrageously," said: "Right now, she's an absolute phenomenon. I can't recall anyone who was bigger at her age."

"She's got charisma," Spoelstra said, "she's so young, she's a woman and she drives the ball 300 yards, farther than some of the pros. But she could easily burn out like some of these young tennis stars."

Hessert believes that the biggest challenge for Wie is finding balance between being an athlete, a celebrity and a teenager.

"She's growing up in front of the world," Hessert said. "But she's still a kid. It's a huge, huge challenge, like trying to cap a volcano."

"She's got this entire sports marketing world and golf world ahead of her," Carter said. "Don't overexpose yourself. Don't put yourself in a position where your golf game might suffer. You're 14, for crying out loud; have a chance to go to the prom."