April 17, 2019
Branding experts say his single-stroke victory on the 18th green during the final round on April 14 at the Augusta National Golf Club in Georgia also shows that Woods, at 43, is still a winning investment for Nike and his other sponsors, NBC News reported.
Woods delivered $22.5 million in media exposure for Nike during the tournament on Sunday, according to Apex Marketing Group.
“He’s eclipsed what he provided Nike in brand exposure for the four majors last year with just this one major,” Apex President Eric Smallwood told the network news outlet. “He’s got that drive now and he’s playing the best golf he’s played in recent years. I think he’s going to continue to provide Nike with enhanced exposure because the TV is going to follow him.”
President Donald Trump announced in a tweet on April 15 that he would be awarding Woods the Presidential Medal of Freedom: “Spoke to @TigerWoods to congratulate him on the great victory he had in yesterday’s @TheMasters, & to inform him that because of his incredible Success & Comeback in Sports (Golf) and, more importantly, LIFE, I will be presenting him with the PRESIDENTIAL MEDAL OF FREEDOM!
Bob Dorfman, creative director at Baker Street Advertising in San Francisco told NBC News that Woods’ victory—especially if it is followed by future wins—could go a long way to helping him to re-engage the wide variety of brands he endorsed before a sex scandal and tabloid-ready divorce prompted brands like Gatorade, Accenture, and AT&T to drop him.
This is good news for sponsors seeking a return on their investment, and for Woods’ own bottom line. “I would not be surprised if, in the long run, this win yesterday at Augusta is worth $50 to $100 million in future benefits to Tiger. He will see revenue streams from this win for years to come,” said Rick Burton, the David Falk professor of sport management at Syracuse University.
Research contact: @NBCNews