• by Tanya Gazdik , June 11, 2011

Northwestern Mutual has signed a multi-year sponsorship agreement with four-time PGA Tour winner Mark Wilson.

Under the terms of the agreement, Northwestern Mutual's logo will be prominently displayed on Wilson's apparel during professional competition, beginning with the 2011 United States Open Championship, June 16-19.

Northwestern Mutual will have a strong advertising presence during the U.S. Open Golf Tournament, including TV spots on June 16 and 17 during ESPN's daytime and prime-time coverage. In addition, print advertisements are running in June issues of GOLF Magazine and SI GOLF Plus. Additionally, Northwestern will be the exclusive sponsor of the "Top 100 Courses in the U.S. & the World" list in the September issue.

The company will receive category exclusivity and the right to use Wilson's name and likeness in marketing promotions. The deal also includes personal appearances by Wilson on behalf of Northwestern Mutual, and social media efforts throughout the agreement.

The deal is a "good and safe match," says Bob Dorfman, executive creative director and sports marketing analyst with San Francisco-based Baker Street Advertising. "Tiger Woods aside, pro golfers are a fairly safe investment for companies seeking athletes as brand ambassadors," Dorfman tells Marketing Daily. "They appeal to a high-income demographic, have a longer shelf life than athletes in most other sports, and are generally scandal-free."

That said, morals clauses are definitely a part of every endorsement contract these days, and have become longer and more detailed in light of the microscope that today's athletes perform under, he said. Van Adams, principal of West Orange, N.J.-based VanAdams Sports, agrees.

"Sponsors have not shied away from athlete/celebrity endorsers," Adams tells Marketing Daily. "But they have become more thorough in the vetting process and in the ethics/morals clauses of contracts. This appears to be a good pairing of an athlete with a brand. Wilson has demonstrated attributes consistent with Northwestern Mutual's mission."

The 36-year-old golfer is represented by the Wasserman Media Group and currently sits at third in FedExCup points, seventh on the PGA Tour money list, and is ranked 56th in the world. He had victories at the 2011 Waste Management Phoenix Open and the Sony Open in Hawaii, earning him his first trip to the Masters. Wilson's previous PGA Tour wins include the 2009 Mayakoba Golf Classic and the 2007 Honda Classic.

"I'm going to have the Northwestern Mutual logo on my right chest for the next year and a half," Wilson told the Milwaukee Journal-Sentinel. "It's a trial period for both of us. They want to develop lifelong relationships with their clients, and that's what we want. We want to partner with a company like NML for the rest of my career." Wilson added that he'd like to partner with the life insurance company for charitable efforts.

Among Wilson's highlights from 2011, he played the final 40 holes of the Sony Open in Hawaii without a bogey and capped off a 36-hole marathon final day with rounds of 65-67 to win at 16-under 264.

Both the golfer and the life insurance company have a Wisconsin connection. Northwestern Mutual is based in Milwaukee and Wilson is a native of Menomonee Falls.