SBD/June 19, 2014/Marketing and Sponsorship

Acura To Sponsor Tiger Woods Foundation, But No Plans For Him To Wear Logo

Woods will not be wearing Acura-logo apparel at events or tournaments
Acura yesterday announced a multiyear sponsorship deal to become the official vehicle of the Tiger Woods Foundation. The automaker will have a significant presence at all three pro golf tournaments supported by the foundation: the Quicken Loans National, Deutsche Bank Championship and World Challenge. Acura will provide more than 180 vehicles for use at this month's Quicken Loans National (THE DAILY). Acura National PR Manager Jessica Fini in an e-mail wrote that despite the company's sponsorship of the foundation, Woods "will not be wearing Acura-logo apparel at foundation events or tournaments" as of now. She said that Woods "may make appearances related to Acura events at the foundation, but nothing contractual has been inked yet." AUTOMOTIVE NEWS' Mark Rechtin noted Woods "previously had a nine-year personal-services endorsement relationship with Buick, which ended" in '08 (, 6/18).

IT'S ON THE BAG: The AP's Doug Ferguson reported nutrition company MusclePharm's endorsement deal with Woods to place its logo on his golf bag replaces that of Fuse Science. Woods had endorsed Fuse since '11, but the company "never gained much traction, and it was rare to see a sponsor have such prime space without any television commercials, or significant marketing campaign." A logo on the bag "rates behind the cap, shirt front and shirt sleeve or collar in exposure." MusclePharm becomes "only the fifth corporate brand to occupy that space on the bag behind Titleist, Buick, AT&T and Fuse." Woods' deal with MusclePharm is the "first significant endorsement deal" he has signed since Fuse. Excel Sports Management Partner Mark Steinberg, Woods' agent, said that there was "potential for Woods to have his own line of products" with MusclePharm. He added that Woods will "be promoted in print and electronic ads, as well as through social media" (AP, 6/18).
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