Spieth et McIlroy : des destins marketing à la Tiger Woods ?

Alors que se dispute le Masters d’Augusta depuis hier, zoom sur deux des favoris de l’épreuve, Jordan Spieth et Rory McIlroy, bien partis pour faire oublier Tiger Woods sur les greens comme en dehors.

Chaque année le même rituel début avril : l’élite du golf mondiale va disputer le premier tournoi du Grand Chelem de la saison sur les fairways immaculés de l’Augusta National Golf Club, le parcours de golf le plus connu et fermé de la planète. Alors que Tiger Woods est éloigné des terrains depuis plus de 9 mois, une nouvelle génération de joueurs de moins de 30 ans truste dans le top 10 mondial depuis quelques années. Si l’australien Jason Day s’est récemment emparé du trône de numéro un mondial, ses dauphins Jordan Spieth et Rory McIlroy s’affirment petit à petit comme les deux locomotives du golf mondial sur l’aspect marketing. Suffisamment pour faire oublier le grand Tiger et son milliard de dollars de revenus en carrière (gains en tournois et revenus sponsoring) ?

Augusta National

Rory McIlroy :

26 ans, 4 titres du Grand Chelem, numéro 3 mondial

Anciennement équipé par Titleist, le nord-irlandais a tout plaqué pour signer l’un des plus gros contrats de sponsoring de l’histoire du golf avec Nike en 2013. Un deal portant sur une période de 10 ans pour une somme astronomique estimée entre 200 et 250 M$ par les spécialistes du secteur. La marque à la virgule lui impose une tenue vierge de tout autre sponsor. Obtenir sa signature était particulièrement important pour Nike qui tentait à l’époque d’échapper aux conséquences de l’affaire Lance Armstrong.

Jumeirah Group (hôtellerie) a mis fin à la collaboration avec le joueur juste avant l’annonce du contrat avec Nike. Rory McIlroy est également sous contrat avec Omega ou encore EA Sports.

En 2015, Rory a gagné 48,5 millions $ en 2015 ce qui en fait le 12ème sportif le mieux payé au monde selon le magazine Forbes.

McIlroy a décidé de poursuivre en 2013 son principal agent Conor Ridge et l’agence Horizon Sports Management en prétendant qu’il a été induit en erreur lors de la signature de plusieurs contrats. Le joueur se plaignait également du taux que l’agence lui facturait : 5% avant impôts sur ses gains en tournois et 20% sur ses revenus sponsoring. Les deux parties sont finalement parvenues à s’entendre à l’amiable mettant fin aux poursuites engagées par McIlory.

La nouvelle publicité de Nike Golf à l’occasion du Masters mettant en scène Rory McIlroy.

Jordan Spieth :

22 ans, 2 titres du Grand Chelem, numéro 2 mondial

En janvier 2015, Under Armour a annoncé avoir prolongé son contrat avec Jordan Spieth sur une durée de 10 années. Le montant de ce partenariat n’a pas été annoncé mais il s’agirait de l’un des principaux contrats entre un golfeur et un équipementier. La victoire de Spieth aux Masters l’an dernier aurait permis à Under Armour de gagner plus de 30 millions $ en valeur selon des analystes américains, grâce à la visibilité du logo de la marque lors des passages à la TV du joueur sur ESPN et CBS, diffuseurs de l’épreuve.

En janvier dernier, le texan est devenu l’un des ambassadeurs de Coca-Cola. Le montant du deal reste inconnu mais ESPN a annoncé que ce partenariat est similaire à ceux de LeBron James et Jennifer Aniston ! La marque de soda est bien implantée dans le golf puisqu’elle donne son nom au dernier tournoi de la FedEx Cup sur le circuit PGA.

Jordan Spieth

En plus d’Under Armour et Coca-Cola, Spieth est également sous contrat avec d’autres marques comme AT&T, Rolex, Titlest, PerfectSense, NetJets et Super Strokes.

L’an dernier, Jordan Speith aurait empoché 53 millions $ de revenus détrônant ainsi Tiger Woods de la première place du classement des golfeurs les mieux payés pour la première fois en 13 ans. La revue Golf Digest estime ses revenus marketing à 30 millions $ en 2015. La carrière de Jordan Spieth est gérée par son agent Jay Danzi et par la division américaine de l’agence de marketing sportif Lagardère Sports & Entertainement.

La publicité « Rule Yourself » d’Under Armour mettant en scène Stephen Curry, Jordan Spieth et Misty Copeland

Avec de telles performances sur les greens comme en dehors, Jordan Spieth et Rory McIlroy devraient aisément empocher 500 millions de $ de gains en carrière ! De là à dépasser Tiger Woods ? Réponse dans les 20 prochaines années !

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