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SBD Global/April 9, 2013/Marketing and Sponsorship

McIlroy Heads Into Augusta With New Multi-Year Sponsorship Deal With Omega

McIlroy's deal with Omega likely includes a combination of cash, product and incentive.
Omega has signed Northern Ireland's 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 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.”
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