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.
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.
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.
“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.