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SBD/January 21, 2013/Marketing and Sponsorship
McIlroy Reverts To Titleist Putter At Abu Dhabi Despite Recent Nike Deal
Published January 21, 2013
PLAYING PARTNERS: McIlroy and Woods' new Nike commercial was a topic during GOLF.com's weekly roundtable discussion, and SI Senior Editor Mark Godich said, “I think it's great. Tiger comes off as likable. I also think that if this keeps up, Rory just might help Tiger rehabilitate his image.” SI’s Gary Van Sickle said, “The commercial is a winner, even after you learn that Rory and Tiger were never together for the filming.” Golf Magazine Senior Editor Mike Walker said, “The commercial explains why McIlroy went with Nike: they know how to create stars.” He added, “I don't think Tiger's ever shown that great a touch in ads. These Rory commercials will be good for him.” SI’s Alan Shipnuck said, “That is an unsung reason for signing Rory: Nike can recoup some of its investment in Tiger. They've hardly used him post-scandal. So much goodwill surrounds Rory that Nike is banking on some of it rubbing off on Tiger” (GOLF.com, 1/20).
CULT HERO? YAHOO SPORTS’ Brian Murphy writes the Nike swoosh on McIlroy’s hat makes it “look like he's been captured and brainwashed by a cult.” Murphy: “Rory moving to Nike from Titleist bothers me, primarily because it violates one of life's primary rules: If it ain't broke, don't fix it.” Even the “much-ballyhooed Nike spot with Tiger, while light and fun, feels unnatural.” Murphy: “Rivals don't need to hate each other, but a little intensity and dislike makes sports a little more vibrant. It feels like both guys are compromising a little bit too much for the Almighty Dollar” (SPORTS.YAHOO.com, 1/21).