Companies and Brands

Jordan Spieth Signs on With Coca-Cola

Chris Lange

Published: January 13, 2016 11:50 am

Last Updated: January 13, 2020 3:04 pm

Jordan Spieth is the top dog in the PGA Tour and all of professional golf, coming off of a spectacular year in 2015. He won both the Masters and the U.S. Open Championship, as well as the PGA Tour’s FedEx Cup, all in stunning fashion. Many companies have been lobbying this golf superstar to support their products. Under Armour Inc. (NYSE: UA) has contracted with Spieth for endorsements in apparel. However, Spieth is taking on a new sponsor, which also happens to be one of the larger Dow companies.

Coca-Cola Co. (NYSE: KO) announced that Spieth will become an ambassador for the brand’s sports marketing campaigns and beyond. The new multiyear partnership will feature Spieth in television advertising; digital and social media; point-of-sale, out-of-home and experiential marketing; packaging; and more. Golf fans can expect to see Spieth promote the company’s Dasani brand as well.

Spieth will be featured in a steady stream of initiatives throughout the PGA Tour season. As an Olympic hopeful, he also will become a member of Coca-Cola’s 6-Pack of Olympians and Paralympians during the run up to the Rio 2016 Olympic Games, as golf returns to Olympic competition for the first time since 1904.

Spieth commented:

Coca-Cola has always been associated with iconic sporting events and some of the world’s greatest athletes, so this is an incredibly cool opportunity for me. As a brand ambassador, I look forward to growing awareness for the sport of golf globally and engaging with fans in exciting new ways.

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Stuart Kronauge, senior vice president, Brand Marketing, Coca-Cola North America, also said:

There is no question Jordan is a generational talent, even as his professional career is just getting started. As a company, what we admire most about Jordan is the way he has embraced being a role model. His actions, values and character both on and off the course make him an ideal Coca-Cola brand ambassador.

Shares of Coke were last seen trading up 0.8% at $42.45, with a consensus analyst price target of $45.84 and a 52-week trading range of $36.56 to $43.91.