Diminutive teenage golfer generates lots of buzz; Could celeb endorsements be next?

Mention the name "Tadd Fujikawa" to most U.S. consumers, and you'll likely draw a blank stare.

But Saturday, after the 16-year-old became the youngest player in 50 years to make the cut on the PGA Tour, golf fans aren't the only ones curious about Fujikawa.

Brands looking for a compelling celebrity endorser are likely taking notice.

"At least in the short term, his story is unique enough to capture the attention of certain markets," said Jeff Chown, president of Davie Brown Talent, the nation's largest celebrity talent-buing agency. "Whether he has enough equity after just 48 hours to justify a major endorsement deal is another issue entirely."

But, should he continue to have success on the golf course, his value would increase quickly.
Tiger Woods is the top-ranked celebrity-athlete in the Davie Brown Index (DBI), which uses consumer surveys to determine the influence celebrities have on consumer behavior. Brands and ad agencies use the DBI as a tool to qualify the use of celebrities in their marketing programs.

However, other well-known golfers, including Michelle Wie, Phil Mickelson, and Vijay Singh, lag behind other major athletes like Shaquille O'Neal, Brett Favre, and Derek Jeter.

"Other than Tiger, pro golfers are not as influential as other celebrities," said Chown. "That's not to say they don't appeal to certain consumer segments. But overall, a celebrity like Shaq is a more powerful endorser than, say, Vijay Singh."

According to Chown, Fujikawa is not yet ranked in the DBI because most Americans still have no idea who he is. But, if he remains in the spotlight, it's likely he'll be added.

"For brands, it's about breaking through lots of commercial clutter and connecting with consumers," said Chown. "If Tadd can do that, brands will come knocking."