We are gathered here today…
It was about a week ago when Bettinardi Golf announced that Matt Kuchar was now an official member of Team Bettinardi. This announcement did not really surprise many of us, as Matt has been gaming a Bet...
We are gathered here today…
It was about a week ago when Bettinardi Golf announced that Matt Kuchar was now an official member of Team Bettinardi. This announcement did not really surprise many of us, as Matt has been gaming a Bettinardi putter for a while now. You can’t win a high profile tournament like the 2013 WGC-Accenture Match Play Championship without every golf gear head out there wondering, “What putter is in his bag?”
The answer to that question is “It’s a Bettinardi”.
If Matt is putting with a Bettinardi putter, why wouldn’t he be on staff with them? It’s a simple question, but sometimes in the golf equipment sponsorship realm, simple questions can have complex answers. There are quite a few tour professionals who “unofficially” roll putters from companies other than their sponsors. So why did Kuchar and Bettinardi make the partnership official?
Why the Partnership Makes Sense From Bettinardi’s End?
“With the recent belly putter ban, I strongly felt that the style of putting Matt uses would be the best alternative for players who struggle to putt the conventional way” – Bob Bettinardi
Bettinardi Gains Exposure
Here’s a crazy thought, there are golfers out there who don’t know anything about Robert Bettinardi and his putters. To a putter lover like myself, this seems impossible, but it’s true. I’ve made it no secret that I think that the Bettinardi shop makes some of the finest putters ever milled. The precision and innovation found in Bettinardi putters are largely unrivaled in the industry. But again, only those in the know, know this. This is not the recipe for a successful sales-based business. It’s great that the putter aficionados love your stuff, but at the end of the day, putters need to get sold.
Matt Kuchar rolling a Bettinardi putter brings international exposure to the Bettinardi brand. I would be willing to wager that more golfers recognize Matt Kuchar’s name than do Robert Bettinardi’s. This is not a slam on Bettinardi in any way. It’s just a matter of exposure. Matt Kuchar is on TV playing golf a lot, and the guy typically works weekends.
Think about your golfing mom, or the other golfers in your club. They may not know the Bettinardi name, but they’ll know Kuchar. It’s a Marketing 101 truism that attaching the name of a well-known celebrity to a product moves product. If it’s good enough for Matt Kuchar, then it must be good enough for me. Every time Matt drops another twenty-foot bomb, Bettinardi Golf gets a mini-commercial. This is why companies pay for endorsements. Again, it’s Golf Marketing 101.
Kuchar is a Good Guy
The other side of the equation for Bettinardi Golf is that this person endorsing their putter is Matt Kuchar. Along with an amazing golf game, Matt brings an aura of class and likability to the table. Seriously, have you ever heard someone say that they don’t like the guy? About the only thing that I have heard is that Matt’s smile will likely need to be removed surgically. This is a guy who would find your wallet, do his best to return it to you, and then refuse any reward other than thanks.
Maybe I’m wrong. Maybe Matt has an off-camera dark side and frequently commits heinous atrocities. Can you see Matt Kuchar as Lex Luthor, leering while manically rubbing his hands together as his evil plot comes to fruition? Me neither, but I can definitely see him tearing off that sweet purple tie, uncovering a giant S on his chest. In taking Matt Kuchar into the Bettinardi Golf family, they get the game and the man. He will be an amazing brand ambassador.
Kuchar Putts Like Freak
Maybe that’s too harsh. How about “Matt Kuchar’s arm-lock putting style is unique in the PGA field today”? Is that more diplomatic? Bottom line is he is a great putter, but he doesn’t putt like most of us do. But that is an amazing boon for Bettinardi. When Matt is putting on TV, something that he does quite a bit, his unique putting style draws at