Is Sergio Settling Down?: Local Knowledge: Golf Digest

Is Sergio Settling Down?

Sunday, September 28, 2008 Comments

ATLANTA -- Dateless for the Ryder Cup, the European wives and significant others were teasing Sergio Garcia last week about his love life, saying the notorious bachelor should settle down. The Spaniard played along by asking if they'd like it if "Morgan came back" -- Morgan, of course, being Morgan-Leigh Norman, daughter of Greg.

The two were an item at the 2006 Ryder Cup, but maintaining a long-distance relationship while both were pursuing careers ended that. Now 26 and graduated from culinary school, Morgan was back in Sergio's gallery at East Lake GC, and by his side during dinner at night in Atlanta, as Garcia took the third-round lead in the Tour Championship.

Becoming a fixture at tour events won't happen at this point in time. Morgan is associate brand manager for Greg Norman Estates and a food and beverage consultant for the Shark's project in Dubai, Jumeriah Estates. Garcia returns to Spain for a busy month of October. He is hosting a new European Tour event at his club in his hometown of Castillon, and also a tournament for handicapped golfers in Europe. "We've always remained friends," Morgan said, when asked the best way to describe their relationship. "But it's not like I'm going to be out here every week. I've got a job and Sergio won't be back in this country until March."

--Tim Rosaforte

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Now it would be interesting to see how this works out because the most mileage a sponsor gets from a tournament is in securing the title rights and the tournament has to continue for years together to be associated with that event and be thought of in the same breath. For the marketing brains involved, a successful event for the brand takes a few years to fructify and most people have to plan keeping the future in mind to finally succeed in creating a link between the product and the sport and a seemingly inseparable one at that. Now in the case of the Wachovia Championship could it become the CitiGroup Championship? That would pretty much undo a lot of effort that has been invested in raising the profile of that particular tournament.
In the last few weeks we have had a few players openly expressing their intent to play more of the European tour events to play on a variety of courses. The ‘Race to Dubai’ obviously is playing a fairly important role in that decision. Now if the PGA Tour begins to struggle with its sponsors it could easily result in helping raise the profile of the European Tour after all it is played across many continents and unlike the PGA Tour is not largely limited to one country. So along with being a true challenge for a golfer who gets an opportunity to excel in different conditions it also presents the players to lay their hands on some cool money.

Posted by andybrown October 2, 2008 7:05 PM

I don’t know whether you can equate his love life with his game on the course but seeing him play off late one cannot help but feel that his golf game is definitely settling down. I think Sergio is just about there and it could turn around for him any moment.

I just hope he can take this run of good shows into next year and finally turn the corner. He has given ample proof this year that he has got all that it takes and more to win not only tour events but also major championships. Just the little issue of the ‘mind’ and he will be on his way. After all for how long can someone remain a bridesmaid. His chance to wear the floral white gown will come sooner than most of us expect.

Posted by andybrown October 2, 2008 7:11 PM