TaylorMade announced Tiger Woods "has signed a multi-year endorsement deal with the company," and he will debut the company's clubs this week at the PGA Tour Farmers Insurance Open, according to E. Michael Johnson of GOLF DIGEST. Terms of the deal were not disclosed, but it "includes Woods playing the company's driver, fairway woods, irons and wedges." Apparel is not included in the deal, as Woods "will continue to wear the Nike swoosh and his own TW logo." There also will be "no TaylorMade logos" on Woods' hat, bag or clothes. TaylorMade-Adidas Golf President & CEO David Abeles said that Woods is expected to work with the company's "club engineers in the design and development of a 'new, personalized iron model'" that Woods will "eventually put in play." Signing Woods "bolsters a TaylorMade tour staff already rich in big names, with Dustin Johnson, Jason Day, Justin Rose and Sergio Garcia among its players." However, Woods' presence gives the company "something it has not had in a long time -- one of the game's true icons, which could possibly make the company more attractive as it continues to look for a buyer" (GOLF DIGEST, 1/25). ESPN.com's Bob Harig wrote Woods in Wednesday's pro-am at Torrey Pines had Nike irons in his bag and it appeared "they will be there for awhile." Woods is playing the TaylorMade woods and driver, but said that the testing process is "daunting" and that it will take a "good bit of time to make the transition" to TaylorMade irons (ESPN.com, 1/25). Golf Channel's Damon Hack said, "Think about who TaylorMade has in its stable. ... They are deep, they are global." Woods' signing is "huge news for a company that there's a lot of question marks going forward in 2017." Golf Channel’s Cara Robinson: "You can understand just how thrilled a company like that is to welcome someone like Tiger Woods to their repertoire. This is only going to strengthen the brand of TaylorMade” ("Morning Drive," Golf Channel, 1/25).
NOT INVESTING: GOLF.com's Michael Chwasky notes there had been speculation that Woods and an "investment group might potentially purchase TaylorMade from the adidas Group" (GOLF.com, 1/25). Abeles said that Woods' relationship with TaylorMade is only "in and around the equipment he plays." Abeles: "Our focus is to grow our business. ... To the concept of selling the company, we're looking at things. We continue to be very thoughtful and disciplined in our approach" ("Morning Drive," Golf Channel, 1/25).
HITTING THE CLUBS: Chwasky wrote in a separate piece it is "safe to bet" Woods will "play a significant role in TaylorMade's advertising campaign" this year. While Woods' deal to play Bridgestone balls "could potentially complicate matters," TaylorMade is expected to "do everything it can to take full advantage of one of the most valued endorsement relationships in the entire sports world" (GOLF.com, 1/25). Abeles said having globally diverse athlete endorsers is "important to us because local heroes in golf matter, whether they're here in U.S., whether they're in Spain with Sergio or Jon Rahm, whether they're in the U.K. with Justin Rose or a stable of Japanese players or Korean players that really help drive our business and really influence the way golfers interact with our company” ("Morning Drive," Golf Channel, 1/25).
