For caddies, and the world of professional golf, it’s a major step forward. The European Tour (ET) and the European Tour Caddies Association (ETCA) have reached an agreement that will take effect from 2020. In fact, the caddies members of the association will be able to secure additional income, without having the opportunity to sign their own sponsors. Explanations.
Only for the caddies of the association
At first glance, one might think that the caddies of the European Tour will be able to sign sponsors on their own behalf. But this is not the case. The agreement, of which little is known, rules that ETCA will be able to sign sponsors who will benefit the member caddies. In exchange for visibility, caddies will receive a percentage. What form will it take? Bibs in the colors of the sponsor? A cap sponsor?
We will have to wait for more details from both organizations on this global sponsorship. Nevertheless, the 156 caddies will be able to benefit from additional income in an environment where if one is not on the course on Saturday, one is not paid.
Towards more income for a precarious job
ETCA aims to improve the conditions and financial security of the member caddies on the European Tour. It is with this in mind that Sean Russell, the president of the association led his project. “It’s obvious that the commercial value of the caddies has been underestimated for years now that the caddies have an increasing visibility whether on television or on the various social media platforms, we believe that the sponsors will start to understand their importance and value from a business point of view. ”
Especially since for a profession not benefiting from social benefits or job security, this represents a significant advantage.
If at first glance, one thinks of pecuniary advantages, the future sponsors of the ETCA could be partners and thus deliver accommodation services, or superior catering in exchange for visibility.
Another step towards more consideration
Ian Grimoldby, Adrian Otaegui’s caddy and ETCA committee member, has already welcomed the progress made by the organization. In recent years, ETCA has helped to secure regular medical reports, better food and better hospitality options. “Historically, the caddy knew its place but it is a different environment now, we are making tangible changes,” he said.
Another caddy welcomes this sponsorship deal.
Oliver Briggs caddy for 6 years on tour and member of ECTA added that it has always been the idea that the association provide extra income for caddies. He sees this agreement as a unique opportunity because caddies see the game like no one else. “If you can provide branded video content and this is shared, it generates impressions and clicks ….”
In the manner of Axel Bettan shopping cart on the LPGA, which provides advice on social networks via Think like a caddy but paid partnership.
Even if few details have filtered, what do you think of the agreement? I am waiting for your comments.
