Annika Sorenstam enjoys cooking. In fact, she loves the kitchen so much she volunteered to work three days a week for six weeks in the offseason at the Lake Nona Golf Club where she lives. This was no cameo bit for the world's best female golfer. The gig lasted from noon until 8, sometimes longer.
Although she wasn't paid, Sorenstam is reaping a reward: an endorsement contract with Kraft.
The deal with Kraft Foods North America is for her golf prowess, although it can't hurt that she has a love for food. Sorenstam is wearing the Kraft corporate trademark on her golf shirt and is displaying the logo on her golf bag.
Soon, room could run out for such advertising.
Playing in this week's Bank of America Colonial might be worth more exposure for Sorenstam than 13 worldwide victories could provide in 2002.
"The media attention, I knew it was going to be a big deal," said Sorenstam's agent, Mark Steinberg, of International Management Group. "But I didn't know it was going to be such a huge deal as it has become. And it's getting louder. I'm surprised. Her play and the level of interest and attention she has generated is something no one could have seen."
Sorenstam, 32, who five times has led the LPGA Tour money list and has more than $10-million in official earnings, already has an impressive group of business associates that includes Mercedes-Benz, Cutter & Buck clothing, Rolex watches, Oakley eyewear and Golf magazine. Sorenstam also has an endorsement contract to play Callaway Golf equipment.
More than likely, she will be signing her name to a few more deals.
"I think this could do much more than the wins last year," said Bob Williams, president of Burns Sports & Celebrities, a company that helps match athletes with advertisers. "And that's a sad commentary. Not only did she suffer from women's golf in the sports hierarchy, she suffered from Tiger Woods casting a shadow over her performance. He had an incredible season, and the media attention goes to Tiger in that sport and makes everything else pale in comparison.
"She won 11 times (on the LPGA Tour), an amazing feat but doesn't get the recognition that would help narrow the gender gap. This is a historic opportunity."
Williams estimates that Sorenstam makes between $1-million and $2-million a year in endorsement income, a healthy amount for a female golfer but one that is well behind female athletes such as soccer player Mia Hamm, tennis players Serena and Venus Williams and Anna Kournikova, and figure skater Michele Kwan. But Colonial offers a unique opportunity, Williams said.
"It's going to depend on how she plays, how she handles the situation," Bob Williams said. "Endorsements are a long-term situation, at least one year. Certainly her playing in this event has brought a lot of media, and that will benefit her current endorsement deals.
"But for future endorsements, it's really going to depend on how well she plays. I don't think she can hurt herself from an endorsement perspective. I think she'll play well enough not to hurt herself. If she was able to make the cut, finish up the leaderboard ... then you've got someone who is extremely hot and trendy in the marketplace who is doing something unique and different. Those are all things advertisers covet. They would want to move quickly and take advantage of her success."
