The Masters title not only brings in a bonus of more than $ 2 million, but also provides a financial boost to the champion – especially for mid-range golfers.

At Masters 2020, Dustin Johnson won the championship, while Cameron Smith and Im Sung-jae both finished second. But if Smith or Im were crowned, the value of this title would be much higher for them than Johnson.

Both are not A rank players but are “sweet spots” in terms of branding because they belong to the prospect group. Smith twice won the PGA Tour in four international golf championships. Australian player born in 1993 has been rich in achievements since he was an amateur. At the age of 27, he received nearly $ 12 million in prize money.

Im from Korea to the US since 2018. For nearly three years, he has chosen a hotel as a home, accompanied by his parents. Im just 22 years old but already five years professional and won the PGA Tour – Honda Classic for the first time in March 2020. Up to now, Im earning nearly eight million USD from the American golf arena.

On the world rankings (OWGR), Im is ranked 18th, while Smith is 27th.

Im hitting the ball in hole 11, the third round of the Masters 2020 tournament on November 14.  Photo: AP.

Im hitting the ball in hole 11, the third round of the Masters 2020 tournament on November 14. Image: AP.

Chubby Chandler specializes in representing many stars, including Matt Wallace and Darren Clarke. He says that brands prefer potential A-listers to those already in this group. Those are golfers in the top 50 OWGR. Chandler said that if he wins Masters, Im or Smith can earn about $ 15 million in the next two or three years.

“Masters energy dose” consists of three parts. The first is labor tool contracts, which can triple for those in the top 50. Next is promotional activities, especially in the 12 months following the coronation. This is the time when the champion is kept in the Green Jacket and can travel the world. It will bring about visual differences.

The rest, however, is a double-edged sword. According to Chandler, the remuneration for the Masters champion’s presence at an event in Asia and the Middle East can be up to $ 500,000. Typically, the package runs around five or six events per year. Meanwhile, the mid-range star group without the Green Jacket gets only $ 50,000 for three events.

But money will tie the responsibility and can damage jobs later, such as Danny Willett winning Masters 2016. At that time, Willett was famous in Europe. But after the year of crowning, he was cut off three consecutive Masters and finished T25 this year.

“The financial benefits are so many. Willett is the second British golfer to win at Augusta National, before Sir Nick Faldo. The major title there made him world famous. In terms of promotion, it’s a bargain.” Says John Muff, Willet’s manager. After 2016, Willett increased his personal schedule and was relieved. “He suffered more injuries while competing for more events than before,” admits Muff

And at the top or superstar like Dustin Johnson or Tiger Woods, major is always the expectation available in the personal brand. When they win the Masters, they still get their financial boost, but it’s not life-changing.

Jack Nicklaus holds the record for winning Masters six times. When asked how these victories have helped his career, he once said: “Win Masters today benefits a lot in terms of finance and reputation. When I first won, it only made sense in the world of pure golf. tube “. However, Masters 1986 is important to the Nicklaus brand. That was when he was crowned with the MacGregor baton. After that victory, the manufacturer sold nearly 400,000 trees in that line.

Quoc Huy

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