Tiger Woods is back and business is booming
Tiger Woods once again reigns supreme in the world of golf – for the time being, at least – and sponsors, brands and broadcasters couldn’t be happier.
It’s a simple equation: when Tiger does well, the sport does well too.
“Tiger sells golf,” said Eric Smallwood, president of Michigan analytics firm Apex Marketing Group, Inc.
Apex estimates that Woods’ main sponsor Nike earned $22.5 million worth of brand exposure just from Woods’ final round at the Masters, thanks to their “Swoosh” logo being splashed all over his hat, shirt, pants and shoes.
And as he made his way through the Augusta galleries moments after sinking the winning putt, Woods’ son was right there next to him, dressed from head to toe in Nike gear just like his dad.
Nike had also prepared for the eventuality of a Woods win, and had a commercial titled ‘Tiger Woods: Same Dream’ ready to go moments after he sealed the deal.
It quickly racked up over 25 million views.
— Nike (@Nike) April 14, 2019
Tournament broadcaster CBS Corp also saw a massive ratings bump, despite tee times being brought forward on Sunday to beat the incoming bad weather.
The live telecast averaged 10.8 million viewers from 9 a.m. to 2:30 pm ET, making it the most-watched morning golf broadcast in 32 years, CBS said. The final round peaked at 18.3 million viewers from 2:15-2:30 p.m. ET.
CBS has the rights to the PGA Championship in May, and sources say prices for advertising time are sure to rise as a result of Woods’ win.
“Historically, events where Tiger Woods is on leaderboards on Sunday generated 30 to 40 percent higher ratings in the United States for those tournaments,” said Neal Pilson, president of Pilson Communications and former president of CBS Sports.
It seems everything Woods has done in his career, whether on the course or off it, only seems to add to the legend.
Woods’ meteoric rise, his epic fall from grace and his phoenix-like resurrection from the ashes continue to make him one of the most marketable athletes in sports.
“In sports you have heroes, villains and underdogs,” said Benjamin Hordell, founder of digital marketing and advertising firm DXagency.
“Tiger has lived all of it. That’s amazing from a storytelling perspective. People will root against him, but they’re watching.”
Home favourite Thriston Lawrence survives late scare to win South African Open
The South African beat Clement Sordet by one stroke.
Adrian Meronk wins Australian Open as playing partner Adam Scott misses out
Home favourite Scott held a one-shot lead going into the final round at Victoria GC but Meronk shot 66 to win by five strokes.
Poland’s Adrian Meronk eclipses Adam Scott to win Australian Open
Despite taking the lead into Sunday, Scott was ultimately unable to repel Meronk’s challenge.
Thriston Lawrence and Clement Sordet set for final-day battle at South African Open
Thriston Lawrence leads his playing partner by two shots.
Adam Scott leads Australian Open ahead of Adrian Meronk
Scott moved to 11 under on Saturday, one stroke better than Meronk at the summit.
Adam Scott equals course record to share halfway lead at Australian Open
Scott carded five birdies and an eagle on the 18th at Victoria Golf Club.
Hole-in-one helps Tom McKibbin make strong start in South Africa
The 19-year-old holed out with a five iron from 232 yards on the 11th hole.
A nice birdie-fest – Tiger Woods expecting low scoring Hero World Challenge
Woods withdrew on Monday due to plantar fasciitis in his right foot.
Adam Scott relishing chance to experience a career first at the Australian Open
The tournament sees men, women and golfers with disabilities competing on the same course at the same time.
Tiger Woods backs up Rory McIlroy and says LIV Golf boss Greg Norman ‘has to go’
Woods called McIlroy a ‘true leader’ as he spoke out about the Saudi-funded breakaway.