The Marketing of Mickelson

Oh the hubbub by Phil Mickelson’s golf club sponsor after a major victory. Mickelson barely had his arms in a second green jacket and Callaway was waxing the ways they helped Phil win his second Masters tournament (and second straight major) with their equipment. The tag line predictable: “One driver revolutionized the game. Two will change it forever.” Phil used two Callaway FT-3 Fusion drivers in route to back-to-back wins on tour.

We have been hearing for the last year that Phil “chooses this” and Phil “chooses that.” Phil chooses to cash big checks from Callaway and Callaway hopes for those rare chances to stand on top of the rooftops and shout to anyone who will listen how great their sticks are.

I wonder what it would be like in a non-endorsed world. The pros would use whatever they wanted with no extra compensation attached to the clubs they choose to use. I wonder if Phil would be Callaway from top to bottom. It is rich for him to say “he chooses” to use Callaway. I think the last time I checked he chose to cut bait with Titleist (the company that made the clubs used in his breakthrough 2004 Masters victory) in late 2004 because in his eyes he was underpaid. He had wanted Titleist to redo his endorsement deal and they showed him the same door Tiger, David Duval, and Sergio were shown before. I have always respected Titleist for their ability to walk when a star wants more from them than they are willing to pay. It just seems so counter-cultural to walk from the stars. To let them out of their deals early and watch as the superstars swap out Titleist equipment when a competing manufacturer comes knocking.

They say Jack Nicklaus moved the marketing needle for MacGregor in 1986 with his silky use of their Response putter in winning his sixth Masters. They couldn’t give them away before his victory and then they couldn’t keep up with production.

Now the question to ask is how long until you see amateurs pony up the extra $400.00 to carry two drivers. I can see it now, a 20 handicapper trying to decide between his fade driver or his draw driver during his next recreational round. Surely, a company will start selling drivers in pairs. Get your “Fade/Draw combo two driver set.” It is on the drawing/fading board somewhere.