I closely track the various machinations of the golf world as per my daily duties, although it's more about leaderboards and scorecards than balance sheets.
Yes, it's a niche industry but also an advertising darling that
attracts the desirable high-income demographic. (If you don't believe
me, catch the various ads peppering a PGA Tour broadcast.)
This time of year, the various club manufacturers fall over themselves
luring the sport's biggest names to wear and swing their gear. Callaway (NYSE:ELY), Nike (NYSE:NKE), Adidas (ETR:ADS)
TaylorMade, Noodle, Ashworth & Adams, and Aldila (PINK:ALDA) shafts
reps work the player agents (and vice versa) securing the best players
to their rosters. Companies firmly believe high-producing stars sway us
golf lemmings to buy their clubs and threads.
The question is, does it make sense for investors? Maybe...
Gone are the halcyon days of big golf growth. In today's world, the
time crunch of squeezing at least five hours in between jobs and hectic
parental duties is a careful proposition. And that's if the weather
In the last decade, golf-related gross sales (except golf rounds) was a
near-perfect bell curve from 2002-2011, peaking around $2.9 billion in
annual sales between 2004-07 before the latest recession ($2.2 billion).
Tiger Woods generated awareness waves of tsunami proportions for Nike,
but one could argue he affected apparel sales far more than moving
equipment off the shelves. On Monday, Nike announced signing the world's
No. 1 ranked golfer, Rory McIlroy, to a rumored Tigeresque $25 million
"head-to-toe" per year deal (all Nike clubs, balls, bag, shoes, and clothing) to create a Dynamic Duo of golf.
The company will reap the benefits if both marquee players contend in
golf's four major championships, thereby splashing Swoosh logos
incessantly onto viewer HD screens. Last year, Woods delivered an
estimated $18.9 million to his sponsors in media exposure (McIlroy's was
$12.9 million). In addition, maybe Nike overpaid McIlroy to block any
other competing golf firm to snatch him away.
However, equipment-wise, you rarely see the days when Jack Nicklaus'
improbable 1986 Masters win caused golfers to rush to retail outlets and
buy 30,000 ghastly MacGregor ZT 615 putters -- definitely a "putt for
dough" scenario. Not even TaylorMade's leaders-leading R11 or PING's
pink Bubba Watson drivers are have-to buys.
Know why? 'Cause most weekend warriors are learning it's the talented
player who hits it 300-yards plus, not the club itself (which are also
highly customized for Tour players' games).
Adams Golf (recently absorbed by Adidas) burst on the scene in the late
1990s by introducing the very playable Tight Lies hybrid club to help
golfers struggling with long irons. It was an immediate hit for amateurs
and pros alike and the company raked in millions. That is until the big
competitors designed their own wonder clubs (its hardly difficult to
mimic a club design) and supported it with comparatively bottomless
marketing dollars to usurp Adams' revenue.
As stated, the problem with golf equipment is companies with a unique
product enjoy a fairly short unique shelf life. Sales skyrocketed when
Woods shocked the stodgy conservative golf apparel landscape donning the
mock collar in 2003.
But like equipment, other manufacturers quickly caught onto the trendy
fashion threads and now every company sells performance fabric wear --
including Under Armour (NYSE:UA), which expanded its popular line into the golf segment and is big with the younger crowd.
Today's golfers realize it's far easier to look like their favorite
star performers than play like them. Popular player Rickie Fowler put Puma (PINK:PMMAF) on the map with his trendy outfits -- its akin to Apple's (NASDAQ:AAPL)
early iPod attraction to kids -- even with only one tour victory. If he
wins a major...watch out. Yet Puma stock is flat while Adidas is
Privately held Danish shoe company Ecco struck marketing gold after
popular golf star Fred Couples wore its casual golf shoe with the
ubiquitous molded traction bar soles at the 2010 Masters. However, the
lofty price is hard to justify as I have four pair of similar (and less
expensive) competing models that also feel and look good on and off the
In addition, golfers aren't as apt to trade in their current sticks for
the latest, greatest clubs these days, instead opting to use the
savings to buy actual rounds of golf. But they'll still spend to look
the part -- at least until they take that way-off-plane golf swing.
For investors, I recommend you chat up your golf buddies, ask what
they've recently bought, check out the outfits on the course and check
to see what Tiger and Rory are shooting that week, especially in the big
To wit, pure golf plays ALDA and ELY once traded in the $18s back in 2008. Now both are meandering in the $4.00-$6.40 range.
Maybe the best way to invest in golf is to track the sports retailers like Dick's Sporting Goods (NYSE:DKS)
(which also owns Golf Galaxy) that aren't beholden to merely the golf
biz. Think of it as a golf mutual fund where it rides the wave of
general sporting good sales. There just might be a nice stock bump
available if you're able to catch and ride the next hot golf trends
surging on the horizon.
Just be sure to glance at the Tour money leaders on your way to the stock tickers.
At the time of publication the author had no position in any of the stocks mentioned.
This article was written by an independent contributor, separate from TheStreet's regular news coverage.
Rick Arnett - The Street through www.minyanville.com