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Caddy-Sacked

2/28/2015

 
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What if a business put an advertisement in your front yard, without your permission and without paying you?  You wouldn’t like it.  What if the same business made you wear an ad without compensation or consent?  Now you’re thinking “That’s ridiculous; it would never happen.”  You’re right, unless you’re a PGA caddy.

The Professional Golfers' Association has been requiring caddies to wear advertisements, or bibs, containing the logos of the PGA’s corporate sponsors.  At first glance it’s nothing new; many organizations require their employees to wear apparel that promotes the organization itself or one or more of its sponsors.  The promotion is part of the employee's job.

There’s one big difference, however, in the caddies’ case—they’re not PGA employees.  The Professional Golfers' Association pays them nothing; rather, their compensation comes from the individual golfer each serves.  According to Michael Collins, ESPN Senior Golf Writer, caddies negotiate their pay often on a weekly basis, earning between $1,000 and $3,000.  They also may receive a percentage of their golfer’s tournament earnings: 10% for a win, 7% for a top-ten finish, and 5% for anything else. 

A share of tournament earnings sounds exciting, but think of the number of golfers who compete versus the number who actually win or place.  It’s also worth noting that caddies must pay their own expenses (e.g., food, hotel, airfare, car rental).  Likewise, they must provide for their own healthcare coverage and retirement savings.

Meanwhile, caddies trek across the fairways, carrying other peoples’ bags and wearing other organizations’ advertising—often that of the world’s biggest and most successful companies.  At least caddies are compensated for carrying the golf bags.  It’s not surprising, therefore, that caddies have filed a lawsuit against the PGA, asking for $50 million.

The caddies have a strong case, mainly because the bib requirement represents an injustice:  It’s not fair to force someone to make a sacrifice without proportional recompense.  The principle of quid pro quo demands something for something.  If you give up something, such as your body as a billboard for advertising, you should receive some appropriate payment in return.

Given the big money the prominent companies such as Barclays, John-Deere, and BMW pay to sponsor golf tournaments, bib advertising appears to be effective marketing for the PGA.  However, because the very people who carry the ads are excluded from the benefits, advertising on caddy bibs propagates a social injustice and should be considered “Single-Minded Marketing.”

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Dhughes
3/2/2015 11:01:09 am

Nice thought provoking article. I always knew that caddies were compensated by the golfer they serve, however, I never thought about the issue of PGA enforced attire with sponsorship logos.

I can certainly understand their frustration!

David Hagenbuch link
3/3/2015 02:05:17 am

Thanks. Yes, the caddies' situation seems to be gaining much empathy . . . rightly so.

JulieH
3/3/2015 04:27:57 am

I never knew how caddies were paid,but I certainly never thought that they could be walking billboards that weren't paid for the use of their bodies. I can empathize with the caddies and I support their lawsuit, being forced to wear advertisements without compensation is wrong.

Rahel S
3/4/2015 11:37:04 am

This was a really interesting article. I definitely agree that it is simply wrong to exploit the need for caddies by enforcing them to wear their advertisements. It seems like, in a way, the PGA is demeaning the caddies to mere billboards. I'm glad that the caddies are seeking justice for this kind of treatment and hope that they will win the suit.

Addie G
3/4/2015 01:45:16 pm

Like Julie, I had no idea how caddies were paid. I naively assumed they made a significant amount of money, considering how often they are shown on television and how they are branded by having to wear the PGA bibs. I was surprised to find out that they make around the same income as my father does at his carpentry job, and furthermore how they need to pay for all their own expenses! That seems ridiculous to me. Once the money for food and travel is taken out of their pay, they make very little money. I am glad their cause is getting more attention; they definitely deserve to be compensated.

Megan S.
3/4/2015 02:33:28 pm

It definitely seems unfair for caddies to be forced act as walking advertisements, without receiving any compensation from the PGA. While advertisement is common in sports, athletes usually receive a direct compensation from their sponsors. I agree that this is single-minded marketing. The advertiser's message is visible, but it exploits the caddies unfairly.

Sammy B
3/9/2015 07:25:58 am

"Unfair to caddies" - you make them sound like the Spotted Owl! FWIW - Athletes rarely receive direct compensation from sponsors that are on their Jerseys - when was the last time GM cut a check to Wayne Rooney? Answer: Never!

Sammy B
3/6/2015 03:27:13 am

Humbug...this is totally MINDFUL...it upholds societal values (i.e., the Golden Rule), and provides stakeholder value (can someone pass me a Coke please). This is no different than your company providing a logo-bedecked polo for you to wear at an industry gathering. You don't get extra paid for that, nor do you expect such remuneration. Also, we're talking about caddies here...glorified bag-holders or hacks who just love the game.

Corey Kimball
3/28/2015 05:21:01 pm

I agree completely with your posting on this being single minded, it is very unfair for the caddies to have to go uncompensated for wearing an advertisement on their bodies when they don't work for the company using the sponsors. Also one often times misjudgment in the golf world to outsiders who don't play golf believe the caddy just carries the bag for the player. This is true in part, but nothing compared to what they actually are there to do. The caddie is responsible for knowing every inch of the green the player will be playing and is expected to provide excellent reads when it comes to shots as the players are unable to use any technology to do this. With this being mentioned I believe they should win the lawsuit as the amount of preparation and work they put into the game to essentially be the second pair of eyes to the player, they should be able to get some payment for their hard work instead of having to wear bibs sporting sponsors for free.

Daniel Duranceau
3/31/2015 09:11:35 am

I also agree that this is a single minded post. Being that caddies are not PGA employees but are employed by the individual golfer, why does the PGA make the caddies wear advertisements that would benefit the sponsors, but not compensate the caddies? Seeing as how the caddie might not be paid as much if the golfer doesn't win, yet still have to wear advertisements for someone they're not employed by is absurd.

Stephen Lee
3/31/2015 10:51:01 am

Great article! It was very informative, and it shed light on a very obscure topic. While I knew caddies were paid, I did not know how they were paid, and I certainly did not know that they were forced to wear advertisements. I think it is ridiculous that they are forced to wear these advertisements, but are not paid for doing so. This is completely single-minded; while forcing caddies to wear advertisements does create stakeholder value, it certainly does not uphold societal value at all. They are essentially treating the caddies as free labor, and it is almost at the point of extortion. Once again, great job on the article!

Grant Corsi
4/1/2015 02:34:35 pm

I really like this article! It is interesting to note how caddies are being forced to do something against their will. One would think that this problem would be talked about more. The article says that it is an injustice, and it really is. Caddies are an important part of the game of golf, and it seems like they don't get treated well at all. They have to pay for all their expenses, plus the amount they get differs from week to week. It would make sense that those big companies would help out the caddies since they're making them wear their stuff, but I guess not.

Tyler Graham
4/1/2015 09:01:11 pm

The more consumers see these companies supporting such an marketing scheme, the less likely that consumer will want to be associated with that brand name. This would cause the stakeholder value to drop, which over time would cause the meter to shift from single minded to mindless.

Nate Foggy
4/2/2015 08:26:15 am

I see this form of advertising just like a nascar driver or a soccer player in the Champions league. Advertising on the caddy is just another way to make money for a sport that doesnt get to advertise as much.

Lauren Van Horn
10/30/2015 08:07:05 pm

Being a college golfer, I really appreciate the attention being drawn to the caddies. Caddies do a lot more for players than most people realize; they not only carry the bags and clean their player's clubs, most of their work is in the mental and strategic game of their player. It is important to note that without the PGA, they wouldn't have an arena to practice their job. However, that does not justify the PGA plastering ads on them without compensation. I agree that it is an effective way to promote sponsors, but with all the money the PGA brings in from sponsors, they can most definitely afford to pay the caddies something.


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