Michelle Wie - is Nike getting their money's worth?

Question

(If you don't know who Michelle Wie is, read the background section below.)

From a marketing perspective, is Michelle Wie a negative, positive, or neutral investment for Nike? Does an athlete performing bad, not winning and getting lots of negative press negatively reflect on the sponsor? Or, is all publicity good for Nike no matter what?

Background: Michelle Wie is a golf wonderchild from Hawaii who showed early promise. Nike is paying her $10M-$20M/year but since turning pro at age 16 she has had one debacle after another. Several last place finishes in PGA events (against the men), this weekend a last place finish on the LPGA, a controversial withdrawl from last weekend's LPGA tournament, twice penalized for not following the rules (cheating to some), withdrawl from a men's tournament because of "heat exhaustion", lots of negative press. Also - she hasn't won any pro tournament yet.

Answer 1

If she don't change, Nike will withdraw the sponsors. Furthermore, Wie needs more than guidance. She needs attention.



Cheers :)

Answer 2

Michelle Wie is not a golf wonder child at all - she is from the right ethnic background for Nike to milk her for all they can get. They are not doing her any favours.

Answer 3

Wie is not experienced and is not that good at golf. The only reason she got all the publicity is because she was 16 when she started. She is not as good as everyone expected.

Answer 4

i think michelle just needs time it wont be that hard to rise to the top in the lpga. she is at present injured, give her a break

Answer 5

Man, she got some "tude"!

Think she will give any money back to Nike?

Answer 6

Not all her fault...I think it's terrible handling on the part of the people around her...

Answer 7

Worst investment they ever made.