![The Masters - Final Round The Masters - Final Round](https://api.time.com/wp-content/uploads/2015/06/gettyimages-469513088.jpg?quality=85&w=2400)
Under Armour’s bet on golf phenom Jordan Spieth is looking like a very savvy investment indeed.
The 21-year-old golf prodigy won the U.S. Open over the weekend, his second major in a row in a victory that’s surely being celebrated by his athletic gear sponsor, Under Armour. Under Armour has backed Spieth since he turned professional, and even signed a 10-year sponsorship extension earlier this year for an undisclosed amount of money.
Spieth isn’t the only Under Armour athlete with big wins recently. NBA Point guard Stephen Curry, also an Under Armour athlete, took home his league’s championship with the Golden State Warriors — and brought his young daughter along to press conferences for some adorable antics. And ballerina Misty Copeland, who appeared in a widely watched Under Armour ad last year, is reportedly poised for a key promotion with the American Ballet Theatre.
But Spieth’s dominance on the green is particularly exciting. Last month, Under Armour CEO Kevin Plank told investors that part of the athletic gear maker’s success is attributed to signing athletes like Spieth, at times inking deals well before athletes are proven professional stars. Under Armour’s stock is up about 1.5% at noon ET Monday.
“Knowing that we have Jordan Spieth as the face of Under Armour Golf into the future solidifies our presence in the category,” Plank said.
Sponsorships are costly to big apparel and footwear makers like Under Armour. The company’s marketing costs jumped to $333 million in 2014 from $246.5 million in 2013, primarily due to increased global sponsorship of professional teams and athletes. But Under Armour justifies those costs by saying the sponsorship of high-performing athletes and teams results in a sales windfall due to high exposure at live sporting events, ad campaigns, and as athletes appear on television and on magazine covers.
Arnold Palmer: Rare and Classic Photos of Golf's Superstar Everyman
![00844028.JPG Arnold Palmer in a familiar pose -- with a cigarette -- in 1962. The golf legend quit smoking for good in 1970 -- an achievement he ranks with his best.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-01.jpg?quality=75&w=2400)
![00844024.JPG Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-02.jpg?quality=75&w=2400)
![00844018.JPG The surest touch in golf is transmitted through palmer's outsized biceps, wrists and hands. His great strength enables him to drive farther than most pros and helps get him out of uncomfortable situations in the rough. This strength gives him stamina to keep the pressure on round after round.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-03.jpg?quality=75&w=2400)
![00844029.JPG Arnold Palmer, "the relentless man of sport…"](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-04.jpg?quality=75&w=2400)
![00844023.JPG 00844023.JPG](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-05.jpg?quality=75&w=2400)
![00844017.JPG In father-and-son match Arnold waits while Milfred Palmer, his first teacher tees off at Oakmont, Pa. Country Club" in 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-06.jpg?quality=75&w=2400)
![00844020.JPG Arnold Palmer and family, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-07.jpg?quality=75&w=2400)
![114964501.jpg Arnold Palmer and his admiring fans, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-08.jpg?quality=75&w=2400)
![00844025.JPG Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-09.jpg?quality=75&w=2400)
![114964560.jpg Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-10.jpg?quality=75&w=2400)
![114964467.jpg Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-11.jpg?quality=75&w=2400)
![00898692.JPG Arnold Palmer 1962](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-12.jpg?quality=75&w=2400)
![1200634.jpg Arnold Palmer walking at the Masters in 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-13.jpg?quality=75&w=2400)
![115205967.jpg Crowd watching Arnold Palmer at the 1962 Masters Tournament.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-14.jpg?quality=75&w=2400)
![00844026.JPG Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-15.jpg?quality=75&w=2400)
![114964451.jpg Crowd following Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-16.jpg?quality=75&w=2400)
![114964447.jpg Arnold Palmer, 1962.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-17.jpg?quality=75&w=2400)
![00844022.JPG Working a sideline which adds to biggest income in golf, Palmer signs autographs at stand filled with his products at a Wheeling, West Va., course.](https://api.time.com/wp-content/uploads/2014/06/140528-arnold-palmer-18.jpg?quality=75&w=2400)
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