The marketing potential of Tiger Woods is the cover story of
the current GOLFWEEK. Sports agents and marketing specialists
predict Woods is "certain to command at least" $4-7M per year in
golf and non-golf endorsements as soon as he turns pro, writes
Adam Barr. Rocky Hambric, President of Dallas-based Cornerstone
Sports Inc., which represents more than 30 PGA Tour players, said
$20-25M for Woods "isn't out of the realm of possibility over a
five-year period if he's willing to devote time and attention to
marketing." There is much speculation as to who will represent
Woods when he turns pro. Agents with a "realistic" shot have
"purposely distanced themselves" from Woods. But most believe
IMG has the "inside track." Other candidates include Cornerstone
Sports, Pros Inc., and Cambridge Sports. Some have suggested
Wood's father, Earl, "might continue to mange Tiger's affairs
with the help of a big-league partner such as Nike," an idea Earl
Woods dismisses. Barr writes Wood's minority status could "open
up other markets" if he chooses to capitalize on them. One
prominent sports agent: "Tiger Woods can't be marketed as a
black or minority golfer. He has to be marketed as a golfer, a
sportsman, a champion -- who also happens to be a minority"
(GOLFWEEK, 4/13 issue).
NIKE VS. IMG: Many in golf feel Nike is ready to make a
push for Woods, much like it did with Michael Jordan. Nike
officials won't discuss their specific golf plans or the prospect
of signing Woods, but "the company appears to have made a space
for him already." Nike developed its '96 golf marketing campaign
around Peter Jacobsen, Nike Price, Michael Campbell and a player
to be named. And Woods, with "his youth, aggressiveness,
cockiness and multi-cultural appeal, fits the Nike endorsement
profile." Mark Bisbig, former Dir of Sports Marketing at Nike:
"He's so much bigger than those before him because of his image,
especially within the youth segment." GOLFWEEK also notes IMG
officials don't "hide" their interest in Woods. The agency has a
past relationship with Earl Woods, whom IMG used as a junior
talent scout while Tiger was in high school. That has "raised
some eyebrows." Earl Woods: "It irritates me that people would
insult my intelligence to think that I would be stupid enough to
do something that would sabotage this young man's career. ... If
you think you can buy me with a $50 scouting fee, you are really
sick in the mind." Alistair Johnston, who oversees IMG's
worldwide golf affairs, said the situation is a "fishbowl, and we
certainly are sensitive to that" (GOLFWEEK, 4/13).
