The business behind brand Annika

Annika Sorenstam has already conquered one global challenge, but her business manager, and fiancé, Mike McGee insists the 38-year-old is now ready to conquer another: the international financial crisis.

Sorenstam, the Swedish golfer who last week called time on an illustrious career that saw her claim 89 professional tournament wins and become the undisputed World No1 before retiring as No2, will wed McGee next month in Florida before heading west for a honeymoon on the slopes of Tahoe.

And when they return, the McGees will make a calculated charge as they look to capitalise on Sorenstam's reputation in the $150 billion (Dh550.5bn) golf industry and develop a set of international business projects, despite the ongoing economic downturn. Already operational are an academy, course design, clothesline and foundation, as well as books, while beauty products and beverages are coming up next.

"Starting something in this current economical situation is not the best time," said McGee, after watching his fiancée sink a birdie on the 18th hole during the final day of the Dubai Ladies Masters to finish tied seventh on six-under-par.

"Everybody is affected, whether it is golf tournaments, sponsors or businesses in general. I would say that [starting up in the current climate] is probably our biggest challenge. But we have a busy week ahead."

Having flown to the Emirates from Malaysia, where Sorenstam announced she is to design the first 18 holes of the 63-hole Mines Golf City in Kuala Lumpur, the couple stayed little over a week in Dubai before departing again for Florida.

Sorenstam and McGee interviewed three candidates for the position of president for The Annika Foundation, an Orlando-based charity that looks to provide physical and financial support to aspiring junior golfers as well as children in need. After that they made the short, 40km trip south to Kissimmee, where Annika had some commitments with the Annika Academy.

Today, she returns to Tucson, the city that provided the pedestal to procure her professional career. Sorenstam is the keynote speaker at the graduation commencement ceremony of the University of Arizona, the school she enrolled at in 1990 and proceeded to become the first non-American to win the individual national collegiate championship – in her freshman year.

"She only gets involved with projects that have passion and that she is passionate about, and she is very hands-on," said McGee. "People ask me: 'So you run her companies?' And I say, No she runs the companies and I just help."

Sorenstam's entrepreneurial desires and personal involvement can be epitomised by the appearance at her Alma Mater. After giving the opening speech, she will proceed to the university bookstore, where she will sign copies of her how-to guide Golf Annika's Way. The bookstore will also stock several items of her golf wear, the Annika Collection by Cutter and Buck.

The cogs of the business are quickly turning, but Sorenstam insists that simply because she has "stepped away" from professional golf, the zealous edge that complemented her cold on-course persona and earned her more than $22 million (Dh80.7m) on the Ladies Professional Golf Association (LPGA) Tour, "will not change".

"I mean, just because I finished with a putt here in Dubai doesn't mean I don't care about competing," said the 10-time Major winner. "The goal is to channel my energy and competitiveness into the business world.

"It's not going to be easy with the businesses I have going and the Academy, the Foundation, building golf courses, and being a female in that world; that industry. It is not easy."

It is substantially more difficult when the business sets its targets so high. McGee revealed the duo plans to emulate the golf industry's fiercest predator: the Great White Shark.

"We would like to develop a brand of businesses, much like Greg Norman, where you see the label "Annika" and you know it stands for class, casual elegance and success," explained McGee, who also confirmed talks regarding an Annika-designed course in Dubai have been shelved.

"Right now we have the beverages and the fragrance, which is coming out in May. These are our consumer brands, but we also then have the enterprise brands, which she owns, such as the Academy, the Foundation and golf course design."

Norman's Great White Shark Enterprises charge $1.25m (Dh4.6m) to design a course – of which he has 40 in the works, including three in Dubai and one in Abu Dhabi – and the Shark brand is said to generate $300m (Dh1.1bn) each year in sales revenue.

Clearly, Sorenstam has a long way to go and will have to endure some rough waters ahead in her latest global challenge. But if the Swede wishes to follow the Shark, it would take a fool to rule her out.



The Annika portfolio

SCHOOL

The Annika Academy is a 5,400sq ft teaching facility in Kissimmee, Florida. With prices ranging from $2,500 (Dh9,175), which includes a tutorial with Annika's sister, Charlotta, to $12,000 (44,040) for the chance to play nine holes with Annika, enjoy lunch together and have your entire game analysed.

CHARITY

The Annika Foundation provides financial, physical and emotional support to children and junior golfers. It aims to positively impact the lives of children around the world and is located in Orlando, Florida.

GOLF COURSE DESIGN

Sorenstam has designed four courses and has already signed up for her fifth. The first was the Annika Course in Shenzen, China in 2003, before following up with courses in South Africa, South Carolina and British Columbia. She will design the first 18 holes of the 63-hole Mines Golf City in Kuala Lumpur, Malaysia.

PERFUME

Annika "will evoke the essence of Annika, a distinctive, casually elegant and naturally beautiful woman" when it hits stores on Mothers' Day 2009.

BEVERAGES

Annika will also be released in May 2009. She worked with businessman Karl Wente, of Wente Vineyards, on her own namesake Syrah.

CLOTHING

The Annika Collection is an exclusive set of golf wear designed by label Cutter and Buck for Annika.

COOKING

Although nothing has yet been announced, Sorenstam has participated in LPGA cooking demonstrations and has held discussions with companies in Sweden regarding a cookbook.