Nike Posts Solid Q3 Amid Adidas Resurgence Ohio Univ. Lands Eight-Year Deal With Adidas Could Adidas Buyout UCLA Coach's Contract? Marketplace Roundup Norman Hopes Authentic Deal Grows Brand Globally A’s Sign Fanatics To Run Merchandise At Coliseum NASCAR Adds Hotels For Hope As Partner Costco, Acushnet In Legal Battle Over Golf Balls Wal-Mart To Market In 21 Professional Sports Venues NCAA Tournaments Ads Work Around Off-Limit Players
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).