While Hideki Matsuyama already had lucrative endorsement deals with companies including Lexus, Nomura Financial, and Oakley prior to the 2021 Masters Tournament, there is a consensus among sports sponsorship experts that his earnings will skyrocket. Indeed, recent estimates of his lifetime earnings potential from sponsorships after his win at Augusta range from $600 million to $1 billion.
In analyzing Matsuyama’s future, there is a very strong argument that his earning potential is every bit as high as touted. In addition to his current sponsorships, global brands, especially those with a major presence in Japan, are well advised to sign him to a long-term contract. Keeping key marketing principles in mind, there are four main reasons for Matsuyama’s endorsement star power:
1) Matsuyama has top level talent in a sport where endorsers have a long life-span
Matsuyama’s Masters win was very well earned and not a one-time fluke. He had already won five times on the PGA Tour and eight on the increasingly competitive Japan Tour. He currently ranks #14 in the world golf rankings and has ranked as high as #2 in the past. This distinguishes him from Y.E. Yang, the first Asian winner of a golf major by virtue of his victory at the 2009…