It is the little things that happen in passing that can dramatically impact a brand. Vijay Singh is a walking example of this as discovered by my son.
Ever since Vijay Singh boycotted the Colonial several years ago when the PGA let Annika Sorenstam play in the men’s draw, my son has disliked Vijay Singh, the famous player from Fiji. Maybe it is a cultural thing or a tough upbringing, but he is a grade A asshole. We usually go to the practice day(s) of the majors so he can run around getting player signatures on his pin flag. He has amassed more than 80 signatures over the past couple of events including Ernie Els, Sergio, etc. These guys are awesome. They talk to him (and others), sign the flags and really engage.
At the recent PGA Championships here at Medinah, my son was waiting between the parking lot and the clubhouse as players came off. Most players nicely said they were going to get ready but would be back out to sign. They know their sport depends upon a) its fans and b) the next generation to come up behind them, inspired by these role models.
Vijay came out of the parking lot, but instead of heading to the clubhouse, went under the rope and started walking out towards the putting area (but through the public pavillion). My son, for better or worse, found himself in Vijay’s direct path. Vijay looked at him (a small blonde haired, blue eyed boy with a pin flag and a Sharpie) and simply said in an angry tone, "Get out of my way" and nearly ran him over.
My son didn’t really want the signature for fear that it would ruin its value… That said, it will be a long time before the McCall’s buy any Cleveland Golf product (Vijay’s sponsor). Ironically, he is the only Private Equity sponsored player on the tour that I know of (Forstman Little). That could explain the huge tube shots FL suffered a couple of years back…