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Media glare could see Rory underpriced

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Northern Irishman has undoubted ability but so does nearly everyone else, says Betfair customer Craig Dutton

Such is the expectancy level for all new sportspeople, the press and spectators alike do jumping jacks when any British athlete shows a modicum of talent.

The British have a craving for genuine sporting heroes, though it seems the pressure heaped on the 'next big things' sees them crumble before they get a chance to be great. Any British player who gets to the second round of Wimbledon "could be the next Tim Henman", yet it's took years for Murray to come along - someone who can potentially be great, and can seemingly deal with the pressure.

Rory Mcilroy was already a name in the Irish amateur ranks before this year's Open. But on the major stage, his opening round showed poise, confidence and bottle. It was the most famous -3 round of his career. It wasn't long until he turned professional, and he was already being touted as a future major winner. Luckily, McIlroy has enough talent to ensure it wasn't a one-off. His third place showing at the Alfred Dunhill Links Championship cemented McIlroy as one to follow in future competitions.

The question for us is, follow him to what extent? There's no doubt that the next tournament McIlroy enters, his price will be dramatically different to the 220 available for this past weekend after beating Els, Harrington, Casey, Jimenez.

For that reason, we should hold off. Do not allow the horse to bolt. His next few tournaments will see him at the centre of the spotlight, interviewed routinely. As the media interest, so the price available decreases. Look at Montgomerie - he hasn't played consistently well for a long time now, yet it's extremely rare to find a quote of 100 or more on him winning a major. Players who have faded into obscurity, yet still retain the ability, on the other hand, are often a huge price.

If he enters a few substandard performances, his price will begin to lengthen as we find another horse to flog. It was Westwood a few weeks ago, now it will be McIlroy. Give it two weeks, we may all be kneeling at the shrine of Aaron Baddeley. Maybe not.

You could say that while Rory's in form, now is the time to catch him before he wins a tournament. Well, that could be right. From the last few months however, where we've discussed a golfer's form at length, fields are so competitive and deep that form is extremely hard to assess. I don't believe he is any more likely to win his next tournament than one he takes part in six months from now. If anything, if he has slipped under the radar of attention by then, perhaps he is more likely.

It is hard enough to win a tournament alone, many fail to achieve it for years. To win one whilst under an intense media glare, interviews, press coverage and fan expectation - for almost all it has proved impossible.