One day after his historic win at The Masters, Tiger
Woods continued to dominate the news. Today's reports
center on his marketability and impact on the game of golf.
RIDE THE WAVE: Woods is "igniting a marketing bonanza
not seen since basketball's Michael Jordan took hero worship
to a new level," according to USA TODAY's Bruce Horovitz.
Woods' name "is about to show up on everything from sports
apparel to golf balls to watches." Woods is currently
earning around $10M in endorsements annually, but after
Sunday's win, "his annual sponsorship take could triple."
Among the upcoming items: Both Titleist and Cobra plan to
make golf balls and clubs that commemorate his Masters win;
and Nike will introduce a Tiger Woods line of sportswear and
sneakers next year. IMG's Hughes Norton says 50% of Nike's
golf apparel line will be Woods signature clothing by next
year (USA TODAY, 4/15). ABC's "World News Tonight" reported
that in the last six months, Nike's sales of golf apparel
and shoes, "which were never a big part of their inventory,
have gone up more than 100%" (ABC, 4/14). Nike will
relaunch its "I am Tiger Woods" ad campaign this week and
will begin airing "previous ads" starring Woods, according
to AD AGE. It hasn't been determined how long the ads will
run. Nike said its agency, Wieden & Kennedy, isn't working
on any new Tiger ads (AD AGE, 4/15). Woods signed a $2.2M
deal with Warner Books to write his life story, but that
book "is at least three years away," according to Michael
Shain of the N.Y. POST. But the "big winner in the book
sweepstakes appeared" to be Tiger's father, Earl, whose
"Training a Tiger" hit stores last week (N.Y. POST, 4/15).
In N.Y., Richard Wilner notes sources report "the going
rate" for a Woods endorsement deal is $2M a year over three
years, with some Woods advisors asking for "an equity stake
in any venture" for their client (N.Y. POST, 4/15). But in
N.Y., Mannes & Hester note: "Still, Woods' handlers -- who
have turned down many endorsement contracts -- are guarding
against overexposure" (N.Y. DAILY NEWS, 4/15).
BIG PICTURE: CNN's Casey Wian: "Woods could surpass
[Michael] Jordan as the sports world's most successful
product endorser ever. ... Barring any off-course
development that tarnishes his image ... marketing pros say
Woods has almost unlimited money making potential. ... The
biggest hazard he seems to face right now is overexposure"
("Moneyline," 4/14). Burns Sports President Bob Williams:
"He has created the aura of an athlete who can dominate his
sport unlike any other" (FT. WORTH STAR-TELEGRAM, 4/15).
Brian Murphy, of The Sports Marketing Letter, on Woods: "If
Arnie had an army, he'll have legions" (AP/HARTFORD COURANT,
4/15). NBC's Bob Faw: "On playgrounds today from Los Angeles
to Chicago, it was clear that Tiger Woods has done more than
just instill pride. ... With power and poise, he has
provided excitement and hope" ("NBC Nightly News," 4/14).
NIKE'S ROLE: An editorial in the NEWS & OBSERVER: "In
the months to come, Nike surely will capitalize on the
success of the 'Michael Jordan of golf.' Let's hope kids
remember a better benchmark than a brand name by which to
measure their idols" (NEWS & OBSERVER, 4/15). In N.Y.,
Harvey Araton notes Nike endorser Michael Jordan has chosen
to "stand right in the middle, to offend no consumer. That
is what Nike ... wants him to do. ... Hopefully, Woods will
let his guard down ... and the emerging man will have more
provocative things to say, a few causes to carry. If he is
really this good, then Nike needs him more than he needs
Nike" (N.Y. TIMES, 4/15). A N.Y. TIMES editorial on Woods
was entitled, "Exceeding The Hype" (N.Y. TIMES, 4/15).
IMPACT: Woods was invited by President Clinton and the
Mets to be a guest at tonight's 50th anniversary ceremony
honoring Jackie Robinson at Shea Stadium. Woods declined,
as he is to leave today on a vacation outside the country
(Bill Meyers, USA TODAY, 4/15). In Boston, Bob Ryan, on
Woods: "He should be left free to take on a spokesman's role
only when he is good and ready. He has a chance to be one
of the great athletes we ever have produced. But please
skip the Jackie Robinson references" (BOSTON GLOBE, 4/15).
BURNING BRIGHT: On "Extra," Libby Weaver: "Tonight,
everyone's talking about Tiger." Weaver noted that Woods
drew a "huge" crowd at the opening of the Official All-Star
Cafe in Myrtle Beach, SC ("Extra," 4/14). Woods cut the
official ribbon, a green one, to open the Cafe ("Access
Hollywood," 4/14). Afterwards, Woods flew to Atlantic City
for the opening of another new All-Star Cafe ("ET," 4/14).
