Menu
Marketing and Sponsorship

McIlroy Heads Into Augusta With New Multiyear Sponsorship Deal With Omega

Omega has signed Rory McIlroy, giving the world’s No. 2 golfer a watch deal to replace Audemars Piguet and giving Omega a giant win over one of its chief competitors in the luxury watch category. Switzerland-based Omega, also a PGA of America corporate partner, counts Greg Norman, Sergio Garcia and Michelle Wie among its ambassadors. Terms of McIlroy’s deal were not available, but industry insiders said watch deals typically range from the low- to mid-six figures, based on the stature of the player. McIlroy would be at the high end of that range, and the deal likely includes a combination of cash, product and incentive. He will be used year-round in Omega’s print and TV advertising and social media, said Omega President Stephen Urquhart. Omega keeps the momentum going for McIlroy, who signed a 10-year, $250M deal with Nike starting with the '13 season. The Nike agreement includes head-to-toe apparel and equipment. McIlroy’s play has suffered so far after switching clubs from Titleist to Nike this year as Tiger Woods overtook McIlroy atop the official world golf rankings last month, though McIlroy did finish tied for second yesterday at the Valero Texas Open. However, McIlroy remains a hot commercial property. Urquhart, who was in San Antonio this past weekend to complete the deal, described McIlroy as a player who is good for the sport. Urquhart and McIlroy enjoyed a private breakfast on Friday morning as they discussed their future plans. “There’s a certain sincerity with Rory. People genuinely like him. He’s very natural and he’s not the kind of guy to take success for granted”

NOT PUT OFF BY SHAKY START: Urquhart said he was not dissuaded by McIlroy’s playing problems or the incident earlier this year at the Honda Classic where he walked off the course and later apologized. Urquhart: “People say he’s No. 2 now and I just say, ‘Come on, get a life.’ Rory’s in his early 20s. In some ways, this will be good for him long term.” Urquhart added that McIlroy will make his first visit to Omega’s HQs later this year as part of the deal. Urquhart: “Rory is cutting edge and young and he brings a younger fan base. We have a print campaign that will launch (this week) and we will use him on a constant basis, not just when he wins.” Urquhart said the origin for the relationship with McIlroy began in '11, when the two played together in a pro-am. Even though Urquhart acknowledged that McIlroy was under contract with Audemars Piguet, the two began a friendship that ultimately led to the deal with Omega. Urquhart said, “You could say this is two years in the making. I continued to run into Rory at our tournaments (the Omega Dubai Desert Classic and the Omega European Masters) and at the Ryder Cup. You never know.”

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2013/04/08/Marketing-and-Sponsorship/Rory-Omega.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2013/04/08/Marketing-and-Sponsorship/Rory-Omega.aspx

CLOSE