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Making of a Brand – Celebrity Endorsement

Jordan Spieth watches his drive from the second tee during the final round of the AT&T National golf tournament at Congressional Country Club, Sunday, June 30, 2013, in Bethesda, Md. (AP Photo/Patrick Semansky)

The sales pitch took place in a nearly empty ballroom at Fort Worth’s Colonial Country Club one sunny afternoon in July 2013. Jordan Spieth, a local PGA Tour rookie, had just finished participating in an RBC Wealth Management “Shot for College” clinic as a last-minute replacement for Hunter Mahan, another PGA golfer from Dallas.

Attending the clinic was a select group of RBC clients who’d come hoping to see Mahan, a multiple World Golf Championship winner and Ryder Cup veteran. As he prepared to leave, Spieth’s eager sports-business agent, Jay Danzi, approached an RBC representative and rattled off his 30-second sales pitch. “Here’s my card,” Danzi concluded. “Let me know if Jordan can do anything for you or your clients. He would be happy to help.”

What a difference three years makes . . . . (read full story)