Masters Golf, Under Armour, Jordan Speith
Bubba Watson, right, shakes hands with Jordan Spieth after winning the Masters golf tournament Sunday, April 13, 2014, in Augusta, Ga. Under Armour scored big with signing Spieth to an endorsement deal. (AP Photo/Charlie Riedel)

Spieth loses, but Under Armour wins big at Masters

Young Jordan Spieth may have wilted in the final holes of Sunday’s concluding round of the Masters golf tournament, but folks at Under Armour probably are still smiling.

Spieth’s strong run at the championship vindicates Under Armour’s successful courtship of the 20-year-old prodigy and gives them an association with perhaps the most promising young golfer in the world. It was impossible not to notice the array of Under Armour logos that showed up on Spieth’s cap, his shirt and his trousers every day of the Masters.

As ESPN’s Darren Rovell pointed out in a Saturday piece, Under Armour signed Spieth to an endorsement deal the same day in January that arch-rival Nike announced a partnership with Rory McIlroy, then regarded as the hottest golfer in the world. McIlroy has cooled off since then, and Spieth has been on the ascendancy.

For the longest time, Under Armour had to troll the ranks of the up-and-comers in the world of sports celebrities, banking that such young talent as the NBA’s Stephen Curry would emerge as superstars. That changed when the Baltimore-based company snared New England Patriots quarterback Tom Brady and then announced in July a 10-year, $90 million partnership with Notre Dame in what was at the time the biggest deal in all of college sports.

And now Spieth appears poised to be the new fresh face of golf.

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