Playing in a tournament a few years ago, I heard a story about Tiger Woods and Michael Dell. When Tiger was ready to turn pro, 12 years ago or so, he made a list of companies he wanted to be his sponsors, and I suppose his agent went to work, shopping Tiger’s shirt sleeves and cap and golf bag and whatever else out to corporate America. Since Tiger had been a Dell user in high school and college, he wanted Dell to be his major sponsor, mainly on his golf bag. He was asking for $2 million. Word has it that since Michael Dell was not a golfer and had no idea who Tiger Woods was, he laughed at the thought of spending a couple of million branding dollars on an unproven golfer. A few years later, Dell claimed “it was the biggest marketing mistake I ever made.”
Doubtful he feels that way today.