U.S.A.:Ford wins big with Mickelson - Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars
LinkBack Thread Tools Display Modes
post #1 of 1 (permalink) Old 04-13-04, 07:53 AM Thread Starter
Registered User
Stacy94PGT's Avatar
Join Date: Feb 2001
Location: The Hills of North Georgia,USA
Posts: 7,859
U.S.A.:Ford wins big with Mickelson

His high-profile Masters Tournament victory gives top visibility to Blue Oval sponsorship

By Eric Mayne / The Detroit News

David J. Phillip / Associated Press
Phil Mickelson celebrates a 16th-hole birdie in the final round of the Masters on his way to winning the big one.

Ford Motor Co. hopes the old auto racing adage — “Win on Sunday, Sell on Monday” — translates to golf following Phil Mickelson’s stirring Masters victory.

The Ford brand signed the 33-year-old to a multimillion-dollar deal in 2002 when he was known as a talented golfer who couldn’t win the big one.

It turned out to be a marketing coup for Ford as the rather prominent Blue Oval affixed to Mickelson’s golf shirt got hours of air time during the four-day event in Augusta, Ga.

It’s the kind of exposure that even big money can’t always buy.

Considering Mickelson’s growing popularity and rivalry with Tiger Woods, the deal offers Ford a rare chance to connect with golfing fans, an affluent set that may have overlooked the brand in the past.

While terms of Ford’s agreement with Mickelson remain under wraps, the company certainly paid millions to sign Mickelson, a telegenic left-hander with a strong following.

The automaker has no regrets, said Steve Lyons, president of Ford division.

“From our viewpoint, we always knew we had our wagon hitched to the right guy,” he said. “You could see it in his remarks ... the way he talked about family, and his grandfather and his wife and his children.”

When Mickelson accepted his trophy Sunday and the traditional green jacket given to Masters winners, he suggested his late grandfather nudged in the winning putt.

Last year, Mickelson withdrew from his sponsor’s marquee event — the Ford Championship at Doral — to be with his expectant wife.

“I’ve said it before and I’ll say it again, when he makes choices like that, that’s the reason we like to be associated with Phil Mickelson,” Lyons said. “And we certainly expect to be for a long time.”

Still, the impact of Mickelson’s Masters win will be hard to discern when this month’s sales totals are posted.

“I don’t think you can exactly calculate these kinds of things,” Lyons said.

“I certainly think we’ve raised our profile with golfers in general, which is a huge, important buyer base. Just drive past the parking lot of any country club and look at all the SUVs.”

Tiger Woods has had an endorsement deal with General Motors Corp.’s Buick division since 1999.

Sports marketing con******ts believe the link between sales and endorsement is strong.

“People definitely want to have what their heroes have,” said Jeff Cable, president of California-based Pro Sport Marketing.

So does the Mickelson family own a Ford? No, said Arizona-based Gaylord Sports Management, which represents the athlete. They have two — a pair of Expedition SUVs.

My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.

My next Ford.....
Stacy94PGT is offline  
Sponsored Links

  Ford Forums - Mustang Forum, Ford Trucks, Ford Focus and Ford Cars > Fordforums Community > Latest Ford News and Racing News > Ford Worldwide News

Currently Active Users Viewing This Thread: 1 (0 members and 1 guests)
Thread Tools
Show Printable Version Show Printable Version
Email this Page Email this Page
Display Modes
Linear Mode Linear Mode

Similar Threads
Thread Thread Starter Forum Replies Last Post
U.S.:Ford taps golfer Mickelson for new ad campaign Stacy94PGT Ford Worldwide News 0 03-03-04 07:38 AM
U.S.A.:Ford engineer wins top award Stacy94PGT Ford Worldwide News 0 10-24-03 07:08 AM
Plan B - Lets hope Ford start announcing their wins in the press Minheim AU Ford Racing Across the Globe 9 04-18-03 03:00 AM

Posting Rules  
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are On
Pingbacks are On
Refbacks are On

For the best viewing experience please update your browser to Google Chrome