Tiger Woods has signed his first endorsement deal
outside the U.S. "to pitch a line of canned coffee from
Asahi," according to Terry Lefton of BRANDWEEK. Agency
sources told Lefton that the three-year deal was valued at
"around" $13.5M, "believed to be the biggest ... ever in
golf-crazed Japan." Asahi receives Japanese rights only,
and will use Woods in print, sales materials and TV spots to
be shot in Orlando next month and break in Japan in
September. With $125-150M in off-course income for Woods
"assured through the year 2001," Woods' agent, IMG's Hughes
Norton, said that he "probably wouldn't do another deal this
year outside collectibles." Norton said that auto, fast-
food and U.S. beverage companies have inquired, but for now,
"[L]ess is more" (BRANDWEEK, 7/14 issue). Woods' deal is
with Asahi Soft Drinks, a subsidiary of Asahi Breweries of
Japan. In '96, 355 million cases of canned coffee were sold
in Japan, which made up 23% of the domestic beverage market
(FINANCIAL TIMES, 7/17).
TRADING PLACES: Fort Lauderdale has been selected to
host the Int'l Golf Travel Market's first trade show
December 1-6, 1998, according to Meredith Grossman of the
Fort Lauderdale SUN-SENTINEL. The Convention & Visitors
Bureau is considering the Registry Resort & Spa to host the
event, which will include 250 exhibitors from cities,
states, hotels and resorts "known for their golf amenities"
(Fort Lauderdale SUN-SENTINEL, 7/15).
