Golf Channel’s ‘Arnie’ Offers Look at King of Sports Marketing
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Today’s younger generation might only recognize Arnold Palmer from his picture on Arizona Beverage Co. bottles, but a documentary from the Golf Channel will look back at his days as an idol and heartthrob — and the grandfather of modern sports marketing.
Forget Michael Jordan, Peyton Manning or LeBron James. The 84-year old golf legend wrote the book on modern athletic endorsements over the past 50 years, pitching everything from Pennzoil and Callaway Golf to Rolex and Cadillac.
Mr. Palmer was the first athlete to create a global business empire with his Arnold Palmer Enterprises (and its ubiquitous umbrella brand logo). No pitchman has had his name licensed in so many countries, for so long, as the Commander-in-Chief of Arnie’s Army. And, of course, he’s got a drink named after him (which is also licensed).
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