Reader Lee is right that Rich Beem's approach to retaining sponsors is something more folks on the PGA Tour will need to do in the coming years. Of course, not a big surprise since this is a guy who gave us the all-time greatest hole-in-one reaction, and it was just an Altima!
Doug Ferguson writes:
Two days after he finished the year at No. 140 on the money list, Beem pulled out his phone book and pored through a stack of business cards he had collected over his last decade on the PGA Tour and tried to strike a deal.
“As soon as I got done, I just got on the phone,” Beem said. “I called up people I knew, either CEOs of their business or high enough up and said, ‘Listen, you had talked about doing something with golf, would you like to get into it?’”
His agent helped him negotiate a modest renewal with Callaway Golf (bag, clubs, ball, glove and a logo on the shirt) and a modified deal with Mars, the parent company of Uncle Ben’s rice. Beem used to wear the logo on his cap, and now will do corporate outings.
Beem did the rest on his own.
On his cap is Guggenheim Properties, a private financial services firm with offices in Chicago and New York, courtesy of a longtime relationship with Jack Salerno. On the sleeve of his shirt is Nelson Financial Group – Beem is neighbors in Idaho with one of the executives. He also arranged deals with Oakley (clothing, sunglasses).
None of these would be considered blockbuster deals, but each have a personal touch, and provide enough for Beem to take care of travel expenses as he tries to get by on a schedule built on sponsor exemptions and his conditional status.