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.”
Injury rules Open champion Cameron Smith out of BMW Championship
The Australian world number two currently sits third in the FedEx Cup standings, 1,132 points behind leader Will Zalatoris.
Will Zalatoris triumphs in dramatic playoff to claim first PGA Tour win
The American defeated Austria’s Sepp Straka in three extra holes at TPC Southwind – despite not making a birdie.
Ewen Ferguson seals wire-to-wire victory at ISPS Handa World Invitational
The 26-year-old Scot also won the Qatar Masters in March.
New Ryder Cup captain Luke Donald motivated by ‘bitter’ memories of 2021 defeat
Stenson was stripped of the role for breaking his contract by joining the Saudi-backed LIV Golf series.
The task facing Luke Donald after replacing Henrik Stenson
Stenson was appointed on March 15 and said he was fully committed to a role before signing with the Saudi-backed LIV Golf series.
Tony Finau claims second straight PGA Tour victory
The American won the 3M Open in his previous outing.
Henrik Stenson cushions Ryder Cup blow with £3.6m debut win in LIV Golf
The Swede was stripped of his role as Europe captain after joining the Saudi-backed breakaway tour.
Former Masters champion Bubba Watson becomes latest player to join LIV Golf
The left-hander is currently sidelined by a knee injury and is not expected to play until next season,
Luke Donald tipped to replace Henrik Stenson as Europe’s Ryder Cup captain
The Swede lost the job 127 days after his appointment following his decision to join the LIV Golf series.