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Abraham Ancer: triumphs and personality to consolidate his brand

Abraham Ancer is no longer a 'dark horse' in world golf. At 30 years of age and almost eight in professionalism, he has become a reality that he goes through the best sporting and commercial blows of his.

In the current 2020-21 season, the Tamaulipas won his first PGA Tour tournament, the St. Jude Invitational (on August 8), and with it he secured his sixth place playoff qualification. The merit is not only historic for him, but for the region, as it is the first time that a Latin American has finished the regular phase of the PGA Tour in the top 10 since the format was changed in 2007.

On the commercial side, he signed agreements with Telcel in December and with RSM Global in January, while since 2019 he had already done so with the Japanese brand of golf clubs, Miura. According to information obtained by this newspaper, thanks to his high performance, a sponsorship for Abraham Ancer is estimated between 250,000 and 500,000 dollars of income per year.

However, from previous years, the golfer born in McAllen, Texas (raised in Reynosa) already knew how to manage his brand outside of the sport: in 2019 he launched his tequila brand, 'Flecha Azul', together with his partner Aarón Márquez. He is also the co-founder of the golf clothing store, Black Quail Apparel, in association with Sebastián Muñoz, Roberto Díaz and Max McGreevy. But the triumphs in 2021 have a plus.

“It was definitely a lot of patience. It was something very crazy, I did not expect this result. I did enough in other events to win and it just didn't go my way, so I stayed patient, didn't change a thing," Ancer said after his win at St. Jude, which he had sought since his debut in 2013.

Along with Spain's Jon Rahm (fifth place) and South Africa's Louis Oosthuizen (8th), they are the only non-Americans among the top 10 candidates for the 2021 FedEx Tour title. In total, 125 golfers advanced to the playoffs, of which only another five are Latin Americans: Joaquín Niemann (Chile/18), Carlos Ortiz (Mexico/37), Emiliano Grillo (Argentina/47), Jhonattan Vegas (Venezuela/49) and Sebastián Muñoz (Colombia/62).

Abraham Ancer: triunfos y personalidad para consolidar su marca

The playoffs are played from August 19 to September 5, but Ancer's season has confirmed him as a top golfer due to more factors. Also in this summer he reached his best world ranking (11) and won an Olympic place for Mexico in the Tokyo Olympics.

“Abraham is an incredible talent on the PGA Tour and his presence on the course made him a natural consideration for Team RSM, but what is even more important is what he represents. His values ​​strongly reflect our culture: Respect, Integrity, Teamwork, Excellence and Stewardship. His passion for family, giving back to the community and striving to achieve the best of himself every day were the key factors that led us to invite him to join”, Andy Bosman, Chief Marketing Officer of RSM, told El Economista. USLLP.

RSM is a global network of independent audit, tax and consulting firms with more than 48,000 employees in more than 120 countries, and in addition to Abraham Ancer, sponsors six other golfers: Zach Johnson, Chris Kirk, Davis Love III and Dru Love on the PGA Tour, as well as Hinrich Arkenau and Andy Sullivan on the European tour.

Sources close to the PGA Tour mention that a minimum figure to sponsor a golfer in the category of Ancer is around 100,000 dollars a year, with bonuses ranging from another 100,000 to 250,000 for winning a Major, an achievement that is still in the orbit of the PGA Tour. Mexican.

“It is a great pride and satisfaction to be able to promote the talent of the most outstanding athletes in the country, who since their inception have shown the ability and commitment to continue developing. Our goal is to continue promoting sports education and for new generations to find in sports a form of personal and professional growth,” Marcela Velasco, Marketing Director of Telcel, told this newspaper.

In the last decade, this brand has also signed sponsorship agreements in other disciplines such as motorsports, with Sergio Pérez, Guillermo Rojas, Daniel Suárez and Benito Guerra, as well as tennis with Gerardo López Villaseñor and in golf with Ancer and Gabriela López. , who was the flag bearer for Mexico at the Tokyo Olympics.

“Telcel has participated on other occasions as a sponsor of golf tournaments, in this way it has been possible to have a closer relationship with corporate clients, however, the main thing is to promote Mexican talent and the development of sport in general, for this reason we support various disciplines. The important thing for Telcel is that Abraham fully focus on his game and keep moving forward. As we reach the fourth quarter of the year, we will share the work plan we have with him," the brand said.

On behalf of RSM, Andy Bosman explains that they visualize "a long relationship" with the Mexican golfer since, in addition to their sporting triumphs, there are five particular characteristics that they share as a brand ambassador: "being a caring, curious, brave, collaborative thinker and critical”.

What are the main objectives of RSM with Abraham globally, in Mexico and in the United States?

“We have several: leveraging our relationship to improve our communities, giving back in a way that helps families and youth while building tomorrow's mid-market leaders; provide a platform for Abraham to continue to grow his brand in a manner that is aligned with his goals and values; and expand the RSM brand through increased awareness,” Andy Bosman, head of marketing at RSM, responded to this newspaper.

In his entire career, Abraham Ancer has played 121 tournaments, finishing 20 times in the top 10, four times in second place, with one international victory and one on the PGA Tour. His prizes so far are 12.98 million dollars, although only in the 2020-21 season, thanks to his sponsorships with Miura, RSM and Telcel, he could pocket between 300,000 or one and a half million more.

His last result in the FedEx Tour playoffs was 18th place in 2020, while in 2019 he finished 21st and in 2018 60th. Now his expectation is much higher: “I am in a good position to continue playing well and have an opportunity to lift the cup”, he mentioned before starting the final stretch.

fredi.figueroa@eleconomista.mx

Filed in:

PGAPGA TOURMexican GolfGolf

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