Tiger Woods’ victory at the Masters last weekend, his first major title since 2008, is expected to boost sales for sponsors, broadcasters and golf courses lucky enough to host the event. tournament with the participation of American golfers. A victory not only carries a mark of expertise but is also a perfect business move.

Opposite decision

Woods was a 20-year-old prodigy when he turned professional in 1996. Less than a year later, he was ranked No. 1 in the world. Very quickly, he attracted attractive advertising contracts, including a 5-year contract worth $40 million with Nike – and golf became more famous.

However, Woods’ personal life collapsed and with it his brand. In 2009, after many scandals about extramarital affairs, the former world number 1 lost his advertising contracts.

However, despite Nike abandoning Lance Armstrong as quickly as possible after clear evidence showed that this cyclist had cheated, the company still continues to stand by Woods with the amount of money they estimate to spend each year. estimated at about 20 million USD.

While both American sports icons have equally disappointed their fans, their sponsorship situations are significantly different, sports business experts say.

“With Nike, a brand based on authentic athletic performance, the athlete’s ability is based on his talent,” said Kevin Adler, founder of Chicago-based marketing agency Engage. Marketing, said. “It was an important distinction and a very clear contrast when Nike made the decision to support Tiger and move away from Lance.”

Armstrong, simply lied to his fans and Nike had no choice but to distance themselves from them.

Tiger Woods brand

It can be said that the Masters has brought this 47-year-old golfer back to the pinnacle of the sport that he changed 25 years ago.

“Tiger sells golf,” commented Eric Smallwood, president of Apex Marketing Group, Inc., a Michigan analytics firm. Apex calculated that Nike earned $22.5 million by advertising products just from Woods’ final round, with Nike’s signature logo appearing on Woods’ hats, shirts, pants and shoes. Even Nike’s shares rose about one percent on Monday, just 24 hours after the former world No. 1’s victory.

Meanwhile, the ratings of CBS Corp broadcasting the Masters tournament also skyrocketed. Based on preliminary data, Sunday’s morning final round was the highest-rated broadcast golf event since 1986, when CBS began collecting the data. It should be added that the Masters, usually broadcast in the afternoon, was moved to the morning because of weather conditions.

CBS holds the rights to the PGA Championship next May and expects the price for advertising time to increase sharply due to Woods’ victory at the Masters.

“Historically, tournaments where Tiger Woods is on the scoreboard on Sunday have always resulted in ratings increases of 30 to 40 percent in the United States,” said Neal Pilson, president of Pilson Communications and former president of CBS. Sports said.

Back to advertising contracts. In addition to Nike, which has been with Woods since 1996 but does not produce golf clubs, balls and bags in 2016, the former world No. 1 has a contract to advertise golf balls with a surprising name: Bridgestone. The Japanese company is virtually unknown in the American golf world. Almost every other famous golfer plays Titleist, Taylor Made or Callaway balls. However, Woods signed the agreement in 2016 after Nike withdrew.

After Bridgestone golf balls, Woods uses Taylor Made clubs. A few weeks ago, when Taylor Made launched the new product, Woods said, “Consumers have never had the opportunity to play irons like mine… until now.”

Woods also has a sports drink sponsor. Although Gatorade dominates the market, in 2018 he signed a deal with Monster Energy. Also less known are some other sponsors such as the golf simulator company Full Swing.

In addition, the 47-year-old golfer also endorses Upper Deck, famous for its baseball cards, Hero MotoCorp, an India-based company specializing in the world’s largest manufacturer of motorcycles and scooters; Kowa, a Japanese pharmaceutical company.