Woods was congratulated by sponsors Nike and Bridgestone after his victory SundayGETTY IMAGES
Even with Tiger Woods' win at the Tour Championship, some branding experts believe he is "unlikely to match the unprecedented business success he experienced before injuries and off-course scandals derailed his career," according to Thomas Barrabi of FOX BUSINESS. Baker Street Advertising Creative Dir Bob Dorfman said, "(I) don’t think this will bring him back to the endorsement levels of his tour-domination days, but it could easily be worth another $10 million a year in new deals, and could bring back some of the top-tier marketers who dropped him after his indiscretions." Barrabi noted despite various setbacks throughout his career, Woods has "maintained a portfolio of top-flight corporate sponsors rivaling the top athletes in any sport." Currently, he "partners with Nike, Bridgestone Golf, Monster Energy, TaylorMade and Upper Deck." Several of Woods’ current sponsors "wasted no time in promoting his return to the winner’s circle." Nike, which "stood by Woods throughout several personal crises, tweeted an image of his trademark fist pump with the message 'never stop chasing your crazy dreams'" (FOXBUSINESS.com, 9/24). NBCNEWS.com's Martha White noted Woods’ draw is "powerful enough that, even after sustaining multiple scandals, experts say his brand cachet will endure" (NBCNEWS.com, 9/24).
WINNER, WINNER: Bloomberg’s Jason Kelly said the game of golf is "clearly the biggest winner” after Woods' victory. Bridgestone Golf is also a “big winner” as they have been a “very vocal sponsor.” Bloomberg’s Alix Steel asked of Woods, “What about if he doesn’t do that well next time, then it’s going to be all over?” Bloomberg’s David Westin: “He’s been building up to this. This is not a freak thing.” Steel said Nike’s Instagram ad that read “He’s done” and then “it again” was "brilliant." Steel: “That kind of says it all.” Kelly noted Woods is already the favorite to win The Masters next year, and that is "how powerful he is." People "really want to bet on his continued success” (“Bloomberg Daybreak: Americas,” Bloomberg TV, 9/24).
GOOD TO BE BACK: The WALL STREET JOURNAL's Jason Gay writes the return of Woods is "great for his sport," as he "moves the ratings like no athlete in any sport." Even on a Sunday where golf "went toe-to-toe with the NFL, Tiger-mania roared." Golf has "already had a taste of its post-Tiger future" and a "fresh crop of young talent has ascended the rankings." Gay: "Still, you know how it is. No one is bigger than Tiger" (WALL STREET JOURNAL, 9/25). In Greensboro, Ed Hardin wrote Golf during Woods' absence was "lagging in popularity at the worst possible time." The game "needed a boost." It "needed Tiger again" (Greensboro NEWS & RECORD, 9/25). Fox Sports' Tim Brando also noted Woods' win and the buzz that came with it happened "on a Sunday opposite NFL games." Brando: "This is legit" ("Speak for Yourself," FS1, 9/24).
