European Tour – Adrián Otaegui updates his image and grows as ‘The Pirate’ on the European Tour
September 19, 2018 – What started as a joke between friends has grown to become his own image, breaking away from the old school of golf. When people talk about ‘The Pirate’ on the European Tour, you know that they are talking about Adrián Otaegui, the Spanish golfer. And he earned it not from looting his rivals on Tour, but by how he steals birdies, in the most amazing ways, on the golf courses where he plays.
Modern professional golfers have their own logo as a marketing tool, something we talked about before, and we now need to add Adrián’s new design to our collection. He has set it up since his agent Rocket Yard Sports launched his new website: adrianotaegui.com.
From now on #thepirate will have to change his old logo, with which we saw on his golf bag, on his golf ball, behind the cap, on the stroke saver… for the current one, which is more schematic and symbolic. This is part of his sports representation strategy as a result of his growing popularity and with a projection that aims to go beyond golf worldwide.
Only 25 years old, he is living the best season of his career, with his second victory in the European Tour, the Belgian Knockout 2018, and the second place at the Volvo China Open, for a total of four Top-10, being the No.84 in the World Ranking and No.31 of the Race to Dubai, with a whole career ahead.
In 2018 he has also played his first Major, the US PGA Championship, and nearly played the Open Championship, in addition to being close to the classification for the Ryder Cup, a dream that has escaped this time but that will come up again.
The crew of his boat is growing especially since, in August 2017, La Peña El Pirata Fun Club was created locally, a fact that he celebrated with his friends and founders in the gastronomic society Aizepe, in the old town of San Sebastián.
Adrián has a pull on Twitter and Instagram, recruiting new followers every day to his crew, where he shows that he dares everything, skiing, gym, kayaking, hiking, driving, playing music, football, or indoor sky-diving an drone as we saw him in the latest press event organized this week by his apparel brand, adidas Golf, to introduce the new GO-TO Adapt golf jacket.
As a good pirate, he knows how to steer a course through narrow marine currents (the fairways) and to read the stars (of the greens), predict the weather and manage the winds, load gunpowder with the artillery (from his bag) and hit the target (holes), for the most important thing, which is to get to port (the clubhouse) with the biggest booty (of birdies) possible.
With these credentials, his own personality, his kind and open character, and his courage and risk in action, it isn’t surprising that he’s becoming the banner for young generations of golf fans. More and more sponsors are looking to him and leading companies such as adidas Golf, TaylorMade Golf, Infiniti or Al Laith have him in mind as a brand image.
“Essentially, the golf market is very traditional and a lot of specific golf brands find it difficult to change their marketing approach which means they tend to do the same thing over and over just with better camera’s,” says Daryl Evans, Managing Director of Rocket Yard Sports. “The research we’ve looked into is that most golf participants are also fans of other sports, so there is a cross over in messaging that resonates with everyone.”
“Both Adrian and myself are fans of Liverpool FC in the premier league for example. So what we are trying to do is break the old golf model where it’s possible to do things in a more interesting and creative way. This is where the Pirate was born,” continues Daryl Evans. “Essentially, there is a double meaning: first because it started as a joke between friends; but the second, is also about breaking away from what everybody else does. Brands like adidas understand this (probably because they operate in other sports as well). So seeing him yesterday in an indoor sky diving centre is a fantastic insight into Adrian’s view on the future of brand messaging in the golf space.”
“He lives life to the full and his brand is not necessarily about being different, but by being interested in what everybody else likes to do.”
“However, distancing himself from traditional golf marketing, doesn’t mean ignoring it though… it just means doing things very differently to appeal to a younger golf audience but also to the many sports fans around the world,“ concludes Daryl Evans.
Por Miguel Angel Buil
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