Styled to the tee
By Brandon Masuoka
Advertiser lbrary photo Amateur events: A player can receive assistance as long as it doesn't come from a company that could use that player for promotions. For example, a golf organization could pay expenses, but a golf equipment company could not. Professional events: A player must pay for his or her expenses, except for things that are provided for each player in the field. That could include airfare if it is a charter flight for all players, or courtesy cars, a common perk on most pro tours. The Wies: Michelle Wie's father, BJ, told USA Today he pays for all expenses except those the Wies are allowed to receive. Sometimes, he said, "we stay in a host family house. Sometimes we get courtesy cars." Source: USA Today
For Honolulu's Michelle Wie — the 15-year-old golfing phenom who insiders say is on the verge of earning millions in sponsorship money — you probably get her a financial adviser, pronto.
As Wie's golf game skyrockets, so has her marketing appeal. Those familiar with the golf industry and marketing believe the Punahou School junior-to-be has the golfing ability, popularity and Asian heritage to endorse golf equipment and clothing, chandelier earrings, video games and Wheaties, among other products.
"She fits just about every way you want, anything but the products that are built for people 40 and older," said Dottie Pepper, a 17-year LPGA Tour veteran who won 17 events and now works as a golf analyst on NBC Sports and The Golf Channel. "Obviously, Geritol is not an option, you know? It's going to be more like the iPod. Something that kids are cool with."
Not since Tiger Woods has there been a golfer who could command such large endorsement contracts, golf insiders say. Golfweek magazine speculated in its July 23 edition that Wie will turn professional in October and sign a multi-year endorsement contract with Nike worth $10 million to $12 million. Last year, Woods earned $80 million in endorsements, according to Sports Illustrated.
Wie and her father, BJ, have been asked repeatedly about the Golfweek report, and both have said no decision has been made as to when she will turn pro.
Wie has worn both Nike and adidas apparel in tournaments. Often, she wears both brands on the same day. Wie also wears a hat emblazoned with the company of her swing coach, the David Leadbetter Golf Academy. (See chart on page D3).
"It is unusual for an athlete to do that (wear two competing brands at the same time) because it is unusual for an athlete to have the opportunity to do that," according to Phil de Picciotto, president of Octagon, a global leader in sports and entertainment event marketing based in Washington, D.C. "But it is a very apt symbol of the creative approach that the Wies have taken to her career thus far."
In 25 LPGA Tour events since 2002, Wie has 13 top-20 finishes and would have earned approximately $941,000 if not for her amateur status. She will be 16 by the time she plays in her next tournament, the Samsung World Championship, Oct. 13 to 16, in Palm Desert, Calif. Her birthday is Oct. 11.
Brian Hewitt, who is a golf insider at The Golf Channel and former Chicago Sun-Times and Golfweek reporter, said Wie could become a millionaire overnight if she signs with Nike.
"Assuming that Nike gets her from head to toe — that would be Nike equipment, Nike clothes, the whole bit — she would have nothing but swooshes," said Hewitt, who has heard the numbers Nike is willing to pay Wie. "That's the number she would automatically get from just signing. Overnight, she would get $10 million to $12 million. It depends on how the contract is structured, but that's what I'm hearing."
Wie's marketing appeal is limitless, but her youth might be a concern for deep-pocketed automobile and credit card companies this early, Hewitt said.
"I don't think the automobile industry is ready for her ... She might have to wait a couple of years before Buick comes after her," Hewitt said. "I know she likes to shop (but) I don't think she'll be ready for American Express. But who knows?
Advertiser Staff Writer
What do you get a girl who is about to have everything?
For Honolulu's Michelle Wie — the 15-year-old golfing phenom who insiders say is on the verge of earning millions in sponsorship money — you probably get her a financial adviser, pronto.
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