by Tiger Woods has confirmed a stunning split with Nike, ending one of the most lucrative and high-profile branding partnerships sports has ever seen.
The 15-time major champion has been one of the sports manufacturer’s most instantly recognizable stars for a quarter of a century, earning up to $500 million (£394 million) from the brand along the way.
However, despite the fact that Nike is trying to dismiss rumors, he plans to significantly reduce his profile in the sport, Woods announced plans for “another chapter” in his career. TaylorMade, the golf equipment brand that is expanding its apparel presence in the sport, prefers to announce an improvement on its existing partnership with Woods.
Along with a picture of himself with his mother Tida and Nike founder Phil Knight, Woods wrote about his deal with Nike: “Over 27 years ago, I was lucky enough to start a partnership with one of the most iconic brands in the world. The days since have been filled with so many wonderful moments and memories, if I started naming them, I could go on forever. Phil Knight’s passion and vision brought this Nike and Nike Golf partnership together and I want to personally thank him, along with the incredible Nike employees and athletes I’ve had the pleasure of working with along the way.”
In the world of modern sports, only basketball legend Michael Jordan – who became a billionaire thanks to his Nike deal – is more associated with the world’s biggest sportswear giant. Branding experts said Woods’ announcement was a “massive divorce.” Woods has worn the famous swoosh since he was 20 years old and his entry into the professional ranks is synonymous with his first Nike ad, an ad with the tagline “Hello World.” In many ways, it was when golf really went global and from then on the sport was no longer seen as the preserve of the Country Club elite.
Woods has earned as much as $500 million from the partnership and many of Woods’ most memorable moments on the fairways and greens are indelibly linked to Nike gear. Especially his amazing chip in at the 16th during the final round of the 2005 Masters when, as if part of a pre-order announcement for the sportswear company, the ball almost hesitated before it fell into the cup with the Nike swoosh displayed perfectly. the world with the last revolution.
Other memorable ad campaigns include Woods juggling a ball with his club for about 25 seconds before popping it up and knocking it down on the practice range. Woods would also join Rory McIlroy in one campaign where the two had a shot-put competition.
After Woods’ first five-year contract with Nike for $40 million, an estimated $100 million contract was signed in 2001 over five years, and then an eight-year contract in 2006 that accrued an estimated $20-40 million per year. The partnership was extended again in 2013 for an undisclosed sum, and remained intact even after Nike ceased production of golf equipment in 2016.
Woods had been speculating for weeks that his deal with Nike was over. He said in his post on X: “People ask if there is another chapter. Yes, there will definitely be another chapter. See you in LA.”
Telegraph Sport understands that Nike has assured other players still under contract that the manufacturer is not pulling out of the sport. Jason Day and Matt Wolff have also left the Nike stable in recent months, but the brand still has big deals with the likes of McIlroy and Tommy Fleetwood.
The news will be exciting for many in the stable, however, including Nelly Korda, who announced a multi-year deal just 11 months ago. The end of the Woods-Nike era adds to the current uncertainty for status quo golf sponsors, with merger negotiations underway between the PGA and LIV Golf.
There had already been speculation that Woods’ appearance, along with his son Charlie, at last month’s PNC Championship in Orlando would be the last time he was seen in Nike gear.
When given the chance to dismiss those rumours, Woods’ only response was to say: “I’m still wearing their product [right now]”. When pressed further on whether that would be the case after this week, the answer was exactly the same: “I’m still wearing their product.”
Marcel Knobil, founder of the Brand Council and Superbrand, told Telegraph Sport: “The Tiger and Nike relationship is one of the most enduring sports sponsorships of all time. This is a huge divorce. These two huge names have been intertwined for almost 30 years. Nike is a brand built on a relentless can-do attitude, vibrant spirit, energy and ambition. As a Tiger becomes tamer and begins to lose its teeth, it exhibits these characteristics less. With Woods Junior choosing to partner with another brand, the marriage of Tiger and Nike is strained.”
