Sponsors looking to cash in on success of world golfers

Special Report by Abbas Younas

Golf is making a long-awaited return to the Olympics after being out of the games for 112 years and sponsors are already cashing in.

The new qualification system for the Games is focused around the top 60 world ranked players. The system will allow countries to include as many as up to four players if they are ranked in the top 15. They will then be allowed to have up to two players represent their nation.

The International Olympic committee has guaranteed that every continent will feature at least one player. Both the male and female athletes will have to comply with these rules.

World number one Jordan Spieth has been a huge beneficiary financially, having signed on to be an ambassador for Coca Cola during the Olympics.

Speaking about the deal, Spieth said: “Coca-Cola has always been associated with iconic sporting events and some of the world’s greatest athletes, so this is an incredibly cool opportunity for me. As a brand ambassador, I look forward to growing awareness for the sport of golf globally and engaging with fans in exciting new ways.”

However Jordan and Coke are not the only ones benefiting from the Olympics as world number three in the women’s game, Stacy Lewis, is now signed to be an ambassador for Olympic sponsor Omega. They will also be hoping that two of their current sponsored stars in Spain’s Sergio Garcia and American Michelle Wie will make the cut for their respective nations in order to help enhance their brand.

The 2012 Games in London saw 90 per cent of British people tune in and watching, highlighting the importance for sponsors to obtain marquee players.

Did you know?
The highest single watched event for the BBC was the Olympics at 90 per cent, followed by the Football World Cup final in 2002
Coca Cola has been a sponsor of the Olympics since 1928 and has a portfolio of 12 other brands such as Fanta, Sprite, Powerade

 

 

 

 


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