Spieth's ascent means millions in Under Armour media exposure

Jordan Spieth's U.S. Open victory means millions of dollars in media exposure for Under Armour, which scored a marketing coup in January when it extended its endorsement deal with the player for another 10 years.

Spieth on Sunday became the sixth golfer to win the Masters and U.S. Open in the same year, joining the likes of Jack Nicklaus, Arnold Palmer and Tiger Woods,


It's impossible to quantify exactly how much the victories mean to Under Armour, the Baltimore-based performance apparel and footwear company, in prestige as it tries to expand its presence in the golf world.

But some numbers can provide a hint.


Through Optimum Sports, a sports marketing and media agency, Under Armour can learn how much media exposure it is getting from the network broadcasting the tournaments.

"We get with Optimum Sports and they essentially apply a value to each logo," said Ryan Kuehl, Under Armour's vice president for sports marketing and sponsorships.

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The number increases  each time an item - such as Spieth's Under Armour hat, pants, shirt and shoes - appears during the network's coverage.

"He got $7 million worth of media exposure on just CBS on Thursday through Sunday in last year's Masters" when he tied for runner-up, Kuehl said last week.

"In this year's Masters, his value was about $21 million," Kuehl said.

The media figures for this year's U.S. Open aren't yet available, according to Under Armour.

Spieth, 21, turned professional in December 2012 at age 19.

Under Armour has signed about a dozen golfers, including Hunter Mahan, who has six PGA Tour victories.


“Jordan’s been playing the best for the last two years, but that doesn’t mean the other guys can’t win one,” Kuehl said.