Chipping Away: McIlroy's EA Sports Deal Latest Indicator Of Passing Tiger As Face Of Golf

The changing of the guard from Tiger Woods to Rory McIlroy "in terms of playing success has been obvious for some time," but McIlroy's commercial prominence "is another matter entirely," according to Ewan Murray of the GUARDIAN. McIlroy replacing Woods as the face of EA Sports' golf game is "highly significant." This "represents an important success for Rory McIlroy Inc, the vehicle established to manage the golfer’s affairs." It is the "first major licensing deal where McIlroy will be paid for his name and image though royalties rather than what may typically be the case; appearances at corporate days and the likes." It is a "clear admission McIlroy is now seen by the wider world as the face of golf, with a personality and character that blue-chip firms such as EA Sports regard as safe enough to place their faith in for a concerted period." The "entire McIlroy package, beyond how he plays, is working." McIlroy’s brand "has taken at least a step towards emulating that of his idol." He has what Woods "once laid claim to; by being instantly attractive to youngsters who would not otherwise be interested in golf." The sport itself can "hope that the spin-off arrives by those members of the public gaining more awareness of golf and all that surrounds it by latching on to McIlroy via the EA games" (THEGUARDIAN.com, 3/18). In Ireland, Kalr MacGinty writes McIlroy's deal with EA Sports "offers irrefutable evidence of his graduation into golf's most marketable brand." Having "already leapfrogged" Woods on the golf course, this deal "propels World No 1 McIlroy to a new level commercially" (IRISH INDEPENDENT, 3/18). BLOOMBERG NEWS' Danielle Burger wrote McIlroy’s "surge to No. 1" in '12 and again in '14 in the Official World Golf Rankings "gives EA a fresh personality with the possibility of staying power in the game." He also "brings a large fan base -- more than 2.3 million followers on Twitter" (BLOOMBERG NEWS, 3/17). McIlroy's sponsorship portfolio includes Omega and Santander Bank. (RESOURCE GUIDE LIVE).