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The Branding of Rory McIlroy The Branding of Rory McIlroy
(about 9 hours later)
CHARLOTTE, N.C. — It was time for Rory McIlroy to face the television cameras after another well-played round at the Wells Fargo Championship. Emerging Friday from the scoring area at Quail Hollow, McIlroy reached into his golf bag and slipped on an Omega Seamaster Planet Ocean watch with a blue rubber strap.CHARLOTTE, N.C. — It was time for Rory McIlroy to face the television cameras after another well-played round at the Wells Fargo Championship. Emerging Friday from the scoring area at Quail Hollow, McIlroy reached into his golf bag and slipped on an Omega Seamaster Planet Ocean watch with a blue rubber strap.
His game, redolent of crisp iron play and clutch putting, has resurfaced. Winless in his first seven starts of 2013, McIlroy is in contention to lift the champion’s trophy here for the second time in his career, a moment that would bring into sharp focus the tenacity behind his talent and the timepiece on his wrist.His game, redolent of crisp iron play and clutch putting, has resurfaced. Winless in his first seven starts of 2013, McIlroy is in contention to lift the champion’s trophy here for the second time in his career, a moment that would bring into sharp focus the tenacity behind his talent and the timepiece on his wrist.
McIlroy’s successes off the course this year have dwarfed his accomplishments on it. The Swiss watchmaker Omega is the third major sponsorship, after Nike and Bose, that McIlroy has secured in the last four months. His increased corporate muscle is a byproduct of all his heavy lifting in 2012, when he recorded five victories worldwide and claimed the money titles on the PGA and European Tours.McIlroy’s successes off the course this year have dwarfed his accomplishments on it. The Swiss watchmaker Omega is the third major sponsorship, after Nike and Bose, that McIlroy has secured in the last four months. His increased corporate muscle is a byproduct of all his heavy lifting in 2012, when he recorded five victories worldwide and claimed the money titles on the PGA and European Tours.
McIlroy, who turned 24 Saturday, is known for his affability, but behind the warm handshake is a cleareyed businessman with a firm vision, one that led him in 2011 to Horizon Sports, a boutique management company based in Dublin. With Horizon, McIlroy’s goal of building a sports empire on his terms has crystallized.McIlroy, who turned 24 Saturday, is known for his affability, but behind the warm handshake is a cleareyed businessman with a firm vision, one that led him in 2011 to Horizon Sports, a boutique management company based in Dublin. With Horizon, McIlroy’s goal of building a sports empire on his terms has crystallized.
In the 18 months since he signed with Horizon, McIlroy has become the third-highest earner among active golfers, behind Tiger Woods and Phil Mickelson, both of whom are represented by large multisport agencies.In the 18 months since he signed with Horizon, McIlroy has become the third-highest earner among active golfers, behind Tiger Woods and Phil Mickelson, both of whom are represented by large multisport agencies.
The small team working for McIlroy has treated connections as the No. 1 currency. For McIlroy, ranked No. 2 behind Woods, managing his relationships and his game is a juggling act that he does not take lightly.The small team working for McIlroy has treated connections as the No. 1 currency. For McIlroy, ranked No. 2 behind Woods, managing his relationships and his game is a juggling act that he does not take lightly.
At the end of last year, McIlroy sat down with his strength coach, Steve McGregor, who also works with the golfer Lee Westwood and has consulted with the Knicks and Manchester United.At the end of last year, McIlroy sat down with his strength coach, Steve McGregor, who also works with the golfer Lee Westwood and has consulted with the Knicks and Manchester United.
Citing scheduling difficulties, McIlroy ended their professional relationship. But to ensure that they would remain friendly, he chose to tell McGregor about his decision face to face instead of in a text message or an e-mail.Citing scheduling difficulties, McIlroy ended their professional relationship. But to ensure that they would remain friendly, he chose to tell McGregor about his decision face to face instead of in a text message or an e-mail.
“What we do for a living out here, it’s all about relationships,” McIlroy said last month at the Texas Open, where he finished second, his best result of the year. “You build relationships from the start of your career, and you want to try to keep certain relationships until the end. So it’s nice to have sponsors and have partners and whatever, but the nice thing is having a relationship with these people just outside of golf.”“What we do for a living out here, it’s all about relationships,” McIlroy said last month at the Texas Open, where he finished second, his best result of the year. “You build relationships from the start of your career, and you want to try to keep certain relationships until the end. So it’s nice to have sponsors and have partners and whatever, but the nice thing is having a relationship with these people just outside of golf.”
McIlroy’s gallery at the Masters included Oliver Hunt, a lawyer who helped hash out the details of the reported $250 million deal with Nike. Hunt, who was employed by the sports management giant I.M.G. before starting a niche firm several years ago, was a first-time visitor to Augusta National, appearing as McIlroy’s guest. McIlroy’s gallery at the Masters included Oliver Hunt, a lawyer who helped hash out the details of a deal with Nike that is said to be worth at least $100 million. Hunt, who was employed by the sports management giant I.M.G. before starting a niche firm several years ago, was a first-time visitor to Augusta National, appearing as McIlroy’s guest.
Asked why he had never attended the Masters before, Hunt said simply, “I’d never been invited.”Asked why he had never attended the Masters before, Hunt said simply, “I’d never been invited.”
The week of the Masters, McIlroy officially joined Omega, the official timepiece of two worldwide brands: the Olympics and James Bond.The week of the Masters, McIlroy officially joined Omega, the official timepiece of two worldwide brands: the Olympics and James Bond.
“It’s a global brand that can reach out to all corners of the world,” said McIlroy, who joined a group of celebrity ambassadors including George Clooney, Nicole Kidman, Michael Phelps and Greg Norman.“It’s a global brand that can reach out to all corners of the world,” said McIlroy, who joined a group of celebrity ambassadors including George Clooney, Nicole Kidman, Michael Phelps and Greg Norman.
Before the agreement was announced, McIlroy phoned François-Henry Bennahmias, the chief executive of Audemars Piguet, the watch company with which he had a sponsorship deal through the end of the year. McIlroy said he expressed his gratitude for the association; as a good-will gesture, he agreed to make a scheduled appearance this summer for Audemars Piguet and had it written into his contract with Omega so there was no confusion.Before the agreement was announced, McIlroy phoned François-Henry Bennahmias, the chief executive of Audemars Piguet, the watch company with which he had a sponsorship deal through the end of the year. McIlroy said he expressed his gratitude for the association; as a good-will gesture, he agreed to make a scheduled appearance this summer for Audemars Piguet and had it written into his contract with Omega so there was no confusion.
For McIlroy, procuring a Masters badge for Hunt and finding a little more time for Audemars Piguet were easy. More difficult was the phone call he made to an Ireland Unicef board member, Tom Hayes, to apologize for canceling a scheduled trip to Haiti with Hayes because McIlroy decided to add a final Masters tune-up tournament, in San Antonio. They are in the process of rescheduling the visit.For McIlroy, procuring a Masters badge for Hunt and finding a little more time for Audemars Piguet were easy. More difficult was the phone call he made to an Ireland Unicef board member, Tom Hayes, to apologize for canceling a scheduled trip to Haiti with Hayes because McIlroy decided to add a final Masters tune-up tournament, in San Antonio. They are in the process of rescheduling the visit.
“It was tough because golf sometimes is a selfish sport,” McIlroy said, “and sometimes you have to do what’s right for yourself.”“It was tough because golf sometimes is a selfish sport,” McIlroy said, “and sometimes you have to do what’s right for yourself.”
It was not immediately clear that McIlroy was doing what was best for him when he left International Sports Management, the global multisport firm headed by Chubby Chandler, four months after his United States Open win in 2011. He entrusted his future to two Irishmen, Conor Ridge and Colin Morrissey, who founded Horizon Sports in 2005.It was not immediately clear that McIlroy was doing what was best for him when he left International Sports Management, the global multisport firm headed by Chubby Chandler, four months after his United States Open win in 2011. He entrusted his future to two Irishmen, Conor Ridge and Colin Morrissey, who founded Horizon Sports in 2005.
McIlroy said that one of the reasons he left I.S.M., a Europe-centric company, was that he thought he was being led in the wrong direction. In talking to Ridge, whose motivation was to promote the global brands of homegrown talent while remaining true to his roots, McIlroy believed he had found a kindred spirit.McIlroy said that one of the reasons he left I.S.M., a Europe-centric company, was that he thought he was being led in the wrong direction. In talking to Ridge, whose motivation was to promote the global brands of homegrown talent while remaining true to his roots, McIlroy believed he had found a kindred spirit.
Horizon Sports started with a few Irish golfers, including Colm Moriarty, with whom Ridge had developed a professional relationship while working for Drury Sports Management. Michael Hoey of Belfast, a mainstay on the European tour, was another early client; he left the company five months after McIlroy’s arrival. In an interview with The Irish Herald, he said, “With Rory now on board and playing more in the States, their management has changed and altered.”Horizon Sports started with a few Irish golfers, including Colm Moriarty, with whom Ridge had developed a professional relationship while working for Drury Sports Management. Michael Hoey of Belfast, a mainstay on the European tour, was another early client; he left the company five months after McIlroy’s arrival. In an interview with The Irish Herald, he said, “With Rory now on board and playing more in the States, their management has changed and altered.”
Horizon has 10 clients, all golfers, most of whom it works with as a consultant. The exceptions are McIlroy, Graeme McDowell, Ross Fisher and Shane Lowry, whose day-to-day affairs are the company’s focus. Of the four, Fisher, a Briton, is the only non-Irishman.Horizon has 10 clients, all golfers, most of whom it works with as a consultant. The exceptions are McIlroy, Graeme McDowell, Ross Fisher and Shane Lowry, whose day-to-day affairs are the company’s focus. Of the four, Fisher, a Briton, is the only non-Irishman.
In 2011, Horizon Sports reported a profit of less than $500,000. That trickle will probably become a torrent once the pipeline from McIlroy’s new sponsorship deals begins to flow, but Ridge said he had no plans to expand.In 2011, Horizon Sports reported a profit of less than $500,000. That trickle will probably become a torrent once the pipeline from McIlroy’s new sponsorship deals begins to flow, but Ridge said he had no plans to expand.
“If we took on anyone new, it would be difficult, given the size of our company, to maintain the same level of personalized attention to the players we have,” he said.“If we took on anyone new, it would be difficult, given the size of our company, to maintain the same level of personalized attention to the players we have,” he said.
Within the company, Ridge said, he is part of a six-person team that attends to McIlroy, who aspires to become an icon, but not at the expense of his image.Within the company, Ridge said, he is part of a six-person team that attends to McIlroy, who aspires to become an icon, but not at the expense of his image.
“That’s why these guys have to be on their toes,” McIlroy said, adding: “There’s no set way to do it. I think it’s a good thing for me that I’m with a smaller company. They are always looking out for what’s best for me.”“That’s why these guys have to be on their toes,” McIlroy said, adding: “There’s no set way to do it. I think it’s a good thing for me that I’m with a smaller company. They are always looking out for what’s best for me.”
McIlroy’s idol when he was growing up was Woods. But brand-wise, he aspires to be like another Nike endorser, the tennis superstar Roger Federer, who has become a symbol of grace and good taste. McIlroy said he discussed the business side of sports with Federer over dinner in December while in Brazil to watch his girlfriend, the tennis star Caroline Wozniacki. Before completing the deal with Omega, McIlroy spoke for 45 minutes with Federer, a 17-time major singles champion.McIlroy’s idol when he was growing up was Woods. But brand-wise, he aspires to be like another Nike endorser, the tennis superstar Roger Federer, who has become a symbol of grace and good taste. McIlroy said he discussed the business side of sports with Federer over dinner in December while in Brazil to watch his girlfriend, the tennis star Caroline Wozniacki. Before completing the deal with Omega, McIlroy spoke for 45 minutes with Federer, a 17-time major singles champion.
“He’s a role model, someone I can pattern myself after,” McIlroy said.“He’s a role model, someone I can pattern myself after,” McIlroy said.
With Nike and other corporate suitors, Horizon says it is adamant that there will be no marriage unless the branding arrangement reflects the pillars of McIlroy’s personality: authenticity and approachability. On all deals, McIlroy makes the final call.With Nike and other corporate suitors, Horizon says it is adamant that there will be no marriage unless the branding arrangement reflects the pillars of McIlroy’s personality: authenticity and approachability. On all deals, McIlroy makes the final call.
“He’s the boss,” Ridge said.“He’s the boss,” Ridge said.
McIlroy, who also represents Santander, a Spanish bank, said, “We get approached by a lot of companies, and we say no to 95 percent of them.”McIlroy, who also represents Santander, a Spanish bank, said, “We get approached by a lot of companies, and we say no to 95 percent of them.”
He added: “I don’t want a lot of sponsors. I want a few quality ones.”He added: “I don’t want a lot of sponsors. I want a few quality ones.”
He cited alcoholic beverages as a partnership he would never agree to. And although he has space on his golf bag for a sponsorship (or a few), McIlroy said he had no room in his schedule to add more endorsement-related activities without cutting into his practice schedule.He cited alcoholic beverages as a partnership he would never agree to. And although he has space on his golf bag for a sponsorship (or a few), McIlroy said he had no room in his schedule to add more endorsement-related activities without cutting into his practice schedule.
“I have to remember what got me this far,” he said.“I have to remember what got me this far,” he said.
Horizon Sports announced recently that McIlroy would continue sponsoring a different children’s charity on his bag each week he competes, auctioning the bag at the tournament’s end and donating the proceeds, a routine he started this year.Horizon Sports announced recently that McIlroy would continue sponsoring a different children’s charity on his bag each week he competes, auctioning the bag at the tournament’s end and donating the proceeds, a routine he started this year.
Over the past 18 months, the contracts negotiated by Chandler have gradually ended. But his agreement with Oakley, the eyewear and apparel company, lingers like a bad aftertaste. The deal, which was set to expire last Dec. 31, landed McIlroy and Nike in United States District Court in California, with Oakley contending that McIlroy and his team violated the right-of-first-refusal clause in its contract during the negotiations with Nike. Because the lawsuit is pending, Ridge said he could not comment on it.Over the past 18 months, the contracts negotiated by Chandler have gradually ended. But his agreement with Oakley, the eyewear and apparel company, lingers like a bad aftertaste. The deal, which was set to expire last Dec. 31, landed McIlroy and Nike in United States District Court in California, with Oakley contending that McIlroy and his team violated the right-of-first-refusal clause in its contract during the negotiations with Nike. Because the lawsuit is pending, Ridge said he could not comment on it.
The actions of McIlroy’s management team invited more scrutiny at the Honda Classic in March, after McIlroy, the defending champion, walked off the course without completing his second round. Before leaving the grounds, he said he was not in a good place mentally. An hour later, Horizon released a statement saying McIlroy was unable to continue because of a sore wisdom tooth. Four days passed before McIlroy reappeared at a news conference to issue an apology and answer questions.The actions of McIlroy’s management team invited more scrutiny at the Honda Classic in March, after McIlroy, the defending champion, walked off the course without completing his second round. Before leaving the grounds, he said he was not in a good place mentally. An hour later, Horizon released a statement saying McIlroy was unable to continue because of a sore wisdom tooth. Four days passed before McIlroy reappeared at a news conference to issue an apology and answer questions.
“I’m not going to say we handled it perfectly,” Ridge said. “I’m sure we could have done something better.”“I’m not going to say we handled it perfectly,” Ridge said. “I’m sure we could have done something better.”
Ridge said he sought books and people from different spheres to see what he could learn from them. He picked up the entertainment mogul Jay-Z’s memoir, “Empire State of Mind,” and finished reading it shortly before Jay-Z announced his own sports management company.Ridge said he sought books and people from different spheres to see what he could learn from them. He picked up the entertainment mogul Jay-Z’s memoir, “Empire State of Mind,” and finished reading it shortly before Jay-Z announced his own sports management company.
McIlroy can relate to Jay-Z’s first client, Yankees second baseman Robinson Cano, who said he wanted take a more active role in his business affairs and to entrust his future to someone with whom he felt a kinship.McIlroy can relate to Jay-Z’s first client, Yankees second baseman Robinson Cano, who said he wanted take a more active role in his business affairs and to entrust his future to someone with whom he felt a kinship.
“What we’re dealing with and what’s going on in my life now is new to everyone around me,” McIlroy said, “and it’s a learning experience and it’s a learning curve and you learn every day. If we weren’t learning and we weren’t making mistakes, then there would be something wrong.”“What we’re dealing with and what’s going on in my life now is new to everyone around me,” McIlroy said, “and it’s a learning experience and it’s a learning curve and you learn every day. If we weren’t learning and we weren’t making mistakes, then there would be something wrong.”