The passing of golf legend Arnold Palmer over the weekend brought back memories of a figure who became bigger than the sport he represented. In the ‘60s, Palmer was as iconic as the Beatles and JFK, a bigger than life celebrity who turned the erudite game of golf into a mainstream sport enjoyed by millions.
It’s been said that Palmer may have been the catalyst behind the sale of millions of color TVs, enabling fans to watch golf in all its natural glory. Arnold Palmer was also the guy who was the namesake behind “Arnie’s Army,” a group of fans that were as loyal as brand advocates are today. While other golfers may have been aloof, choosing to stoically play their game, Palmer engaged his fans. Even if you didn’t know him, Palmer came off as a humble, approachable guy you’d love to strike up a conversation with.
For DJs and personalities, Palmer blazed a trail about how to build a brand. Early on, it was clear this guy was a lot more than just another great golfer. He epitomized cool and defined charisma before we knew what that was. And he leveraged his athletic ability wisely and strategically.
Palmer was one of the first pro jocks to have a sports agent, virtually inventing the concept. He hired a Cleveland attorney, Mark McCormack, who went on to form International Management Group (IMG), the top dog of sports agents. Over the years, Palmer enjoyed many endorsements, and became skilled at hawking all sorts of products from airlines to cars, and of course, Penzoil.
But aside from his prowess on the fairways and greens, Palmer deserves the credit for creating his own eponymous beverage, that wonderful mixture of ice tea and lemonade.
That concoction became a big hit to the point where a decade ago, AriZona Beverage Company bought the rights to “The Arnold Palmer” where sales have blown past the $100 million level.
Arnold Palmer’s success – not only as a golfer, but as a brand – should be inspirational to successful radio personalities of all types. Whether you’re the syndicated John Boy & Billy Show with your own brand of barbeque sauce or KISW’s Men’s Room with your own beer, the possibility of creating a merchandizing empire from the corner studio are always there.
And in case you’re wondering, “Ice tea dominates the drink,” notes Palmer. The lemonade just adds the flavor.
Aspiring radio personalities may never match the fame and fortune Palmer enjoyed, but at the very worst, maybe someone in town will name a drink after you. From there, you never know.
Bigger than life personality brands are part of what will keep radio viable.
“I’ll have an Elvis Duran” may be well within reach.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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