The Sun-Sentinel says that “Annika Sorenstam distorts the picture in women’s golf.” Quality of play? Tenacity? Training? Ability to close out opponents with a 54-hole lead? No – ad dollars.
Replete in Callaway visors and sleeves, Mercedez-Benz/Cutter & Buck shirt fronts, Kraft collars, ADT bags, and Oakley sunglasses, Sorenstam “…looks like a NASCAR driver,” LPGA Commissioner Ty Votaw declares proudly.
The article then mentions Hall-of-Famer Beth Daniel, logo-free. Daniel, 48, has won 33 events and is 10th on the money list this year. “I buy… hats myself,” Daniel said. “I buy… shirts.”
“Women aren’t treated anywhere close to the men, and it’s very disappointing,” says Hall of Famer Juli Inkster, a seven-time major championship winner. “Women buy products. Women buy cars. Women buy phones. You can’t tell me [PGA Tour pro] Sergio Garcia can sell products better than Annika Sorenstam, Meg Mallon or Beth Daniel.”
Yes, I can. Inkster, who I respect a great deal for her playing ability, is clearly not marketing executive material. Many, many more people watch PGA Tour events than LPGA events. Many more people read about them. A great deal of the people watching LPGA events are men. The very fact that Beth Daniel lacks a sponsor is proof enough: the advertising game is an open one, and supply and demand reveals the truth. Advertisers aren’t slapping logos on Meg Mallon because she’s not marketable – simple as that.
Proof? Here you go:
Garcia made $8 million in endorsements and off-the-course income a year ago, according to Golf Digest. Sorenstam made $3.9 million as the top such earner in women’s golf. Tiger Woods made $77 million in endorsements and off-course income last year as the top male earner.
Christina Kim, one of the “heftier” players on the LPGA Tour, says “It’s a touchy subject.” She has no endorsement deals.
All hope is not lost for the ladies. Endorsements are available outside the realm of golf equipment, after all: Grace Park has deals with Rolex and Anheuser-Busch in addition to her Nike arrangement. Lorena Ochoa has deals with Audi, AeroMexico, Office Depot, Upper Deck, and again Nike. Christie Kerr is often seen in her Mutual of Omaha hat and also has sponsorships with Canyon Ranch and For Eyes Optical.
Marketing people aren’t stupid. Nearly every one of the 48 PGA Tour stops is shown on ESPN, USA, or network television. Only six LPGA events can claim to have been shown on something besides The Golf Channel. The men’s US Open drew 6 million viewers to the US Women’s Open’s 1.7 million. Final-round play at The International (PGA) drew 1 million viewers while play at the Jamie Farr Owens Corning Classic (LPGA) received 185,000.
Companies do not have an endless advertising budget – they spend it where they feel they’ll get the biggest bang for their buck. Sorenstam gets it, saying “…the facts of life are that we aren’t on TV as much as the men. If you are sponsoring somebody, you want to be seen. The more we get on TV, the more endorsement deals there will be out there for us.”
Ladies, c’mon: it’s simply supply and demand. Athletics is predominantly male-dominated. The LPGA is the single biggest women’s professional sporting organization – count yourselves a bit lucky. The WNBA is a joke. Where’s the WNHL or WNFL?
Aaron White agrees:
It is unfortunate that women’s sports have not reached the level of interest yet that men’s have. But it isn’t something that was ever going to happen overnight, and those that did think that were delusional. Change takes times, and the time for LPGA Tour Pros to receive endorsements will come. But for now, be thankful that you have Annika Sorenstam, because without her there is no telling where the LPGA Tour would be. One thing at a time, ladies. It’s not sexism, it’s life. Money talks.
Money talks. Right now it’s telling you to quit your whining, ladies. Welcome to the real world.
The LPGA Tour is one of the most successful women’s sporting groups in the world and progress is being made. The women are on the right road, but asking “are we there yet” every five minutes is annoying.
Look I’m a teenge female athlete. I have to say I don’t much appreciate the men’s comments towards the top. Erik J. Barzeski and Aaron White nned to post their comments on a different page, Women have been playing professional sports since the 16th century so yes if we want to we want to question or speed the process of getting equality we can. So if you want to whine do it on your own page Thank You!
Posting 1 year ago, I would’ve said “LPGA here Wie come” or something along those lines. Posting today, “who’s Michelle Wie?” Maria Sharapova is actually the highest endorsement paid female athlete, so women’s tennis is probably the most visible sport. Wie was able to garner the big endorsements from playing on the PGA tour at such a young age. Danica Patrick is competing among the men Formula 1 racing but I don’t think she has much sponsors. Maybe a move to NASCAR would change that. No professional women’s sports has not created a significant fan base and this will not change until that happens.
Advertising is all about return on your investment. People want to watch Tiger, he is marketable- in great shape, good looking and personnable. People look at clothes he is wearing or clubs and spend money on such products. Whereas if a female watched Christina Kim for example, are they emulating her physical stature, in most cases not. People want to watch people that are in a position they want to strive for and it is that simple.