If you’re a sports fan and have ever pictured Tiger Woods in your mind, you most likely always picture him wearing an article of clothing with the white Nike swoosh. In my own opinion, he’s been one of the most recognizable and memorable endorsers the company has ever had. He was easily the greatest current golfer in the world. However, things started taking a turn in 2009-2010 after reckless driving charges and multiple affairs. Things gradually got worse after back surgeries and by 2016 he was out of the top 500 golfers in the world. How has his relationship with Nike faired throughout these troubles?
Nike remained with Tiger with the exeception of his golf club line, and I think now they are so glad they kept the ties. His endorsements with Gatorade, Accenture, and AT&T came to a close, however. After winning his first championship since 2008, the talk is now back about what new deals will open up for him. Americans love winners and their heroes and they are always big fans of comebacks. They wanted to be associated with these guys. The camera is everywhere where he is. Now that Tiger has proven he can still be great, I expect companies to reach out to him. His $3 million win this weekend is outweighed by the $42 million he’s made from endorsements this year. The aging golfer may have lost the fight to Colin Capernick’s new deal with Nike, but he could definitely fit into the demographic of some of the older golfers. Companies could use this marketing to their advantage. Some even believe because of his age, he would be a good fit for financial planning and insurance advertising.
After watching the Tour Championship this past Sunday, I truly believe, along with many others, that Tiger Woods still carries the sport. The picture on the right may be the biggest crowd I’ve ever seen come together and follow one athlete. I think more endorsement money is soon to be following him, too.