Tiger Woods announced that his partnership with Nike, one of the longest athlete-brand deals in sports marketing history, has ended after 27 years. Woods first signed with Nike as a budding amateur star in 1996, and together they launched one of the most iconic and successful partnerships in sports.
Background on the Partnership
Woods signed with Nike in 1996 shortly before turning professional. At the time, Woods received a 5-year, $40 million contract that was the biggest endorsement deal ever given to an athlete at the time.
The deal proved incredibly lucrative for both sides. Nike sold over $1 billion worth of Tiger Woods branded gear in the first 10 years alone. Woods became the face of golf worldwide, and his partnership with Nike was central to his brand.
Over the next 27 years, Nike continued to release signature Tiger Woods gear and market him as the epitome of a champion. The brand stood by Woods through controversies and injuries, notably his infidelity scandal in 2009 and multiple back surgeries more recently.
| Year | Notable Partnership Moments |
|---|---|
| 1996 | Initial 5-year, $40 million deal signed |
| 2001 | 10-year extension deal worth $100+ million |
| 2006 | Launch of first Tiger Woods branded golf ball |
| 2013 | Nike releases 20th anniversary Tiger Woods “microsite” |
| 2022 | Nike releases final TW golf collection |
Woods has the second longest athlete partnership in Nike’s history, behind only Michael Jordan. His line of signature shoes and apparel are among Nike’s most successful signature gear ever.
The partnership has been incredibly fruitful for both parties. Nike benefited significantly from Woods’ global popularity, while Woods earned over $100 million from Nike through the years.
Announcement that Partnership Has Ended
On January 8, 2024, Woods announced via Twitter that his partnership with Nike has ended after 27 years. He stated:
“I want to thank Nike for the incredible support, gear and apparel over the years. My partnership with Nike has been incredible and we’ve achieved so much together. But all good things must come to an end, and I’m looking forward to the next chapter in my career.”
Nike also released a statement acknowledging the mutually agreed upon end to their industry-changing partnership with Woods.
While no explicit reasons were given, it is likely that Woods’ declining competitiveness due to injuries and age as well as Nike’s desire to focus endorsement money on younger stars were factors.
At age 48 and after recent injuries and surgeries, Woods is nearing the end of his competitive golf career. The partnership concluding seems like a natural transition point.
What’s Next for Tiger Woods?
While Tiger says he is excited to enter the “next chapter” of his career, his future plans remain unclear. As an aging star with decreased mobility, he has limited years left to play golf competitively if his body allows him to continue.
He could look to start his own athletic wear line or partner with another brand, but he’s unlikely to get anything close to what Nike was paying him in his prime years. The market for an aging star is much less lucrative, even for someone as popular as Tiger Woods.
It’s also possible Woods transitions into more of an entrepreneurial or advisory role. He has his TGR Ventures company that could invest in or advise sports/performance brands. He also has his golf course design business and hosts a PGA Tour event with his TGR Foundation.
Some possibilities for Woods’ next moves include:
- Start his own athletic wear line
- Endorsement deal with another athletic brand
- Expand focus on his TGR Ventures company
- Spend more time on golf course design and events
- Take on more coaching/mentoring roles
- Increase focus on his foundation’s charitable work
At age 48 however, the window for Woods to continue playing at a high level competitively is likely 2 years at most. His legendary career as a player is nearing its end. Life after golfendorsements will likely center around businesses, philanthropy, and coaching roles.
What About Nike Golf?
For Nike Golf, losing its top star and longtime face of the brand is a major change but not necessarily devastating. The Tiger Woods brand doesn’t hold the weight it once did, and Nike now endorses a new generation of golf stars.
Nike still endorses world #1 Rory McIlroy, Olympic gold medalist Justin Rose, rising phenom Collin Morikawa, and more top pros. The company is focusing endorsement money on younger stars and a “stable of golfers” strategy rather than putting most marketing budget behind Woods.
In addition to endorsed athletes, Nike will continue selling clubs, balls, shoes, and apparel in the thriving golf market. The company has invested heavily in innovation and sees significant room for growth in the global golf industry going forward.
While the end of the defining Woods partnership closes a significant chapter, Nike Golf moves steadily onward with confidence in its new slate of talent and continued product innovation. The brand seems well positioned to take advantage of the enthusiasm Woods brought to the game of golf.
The Woods-Nike partnership produced some of the most iconic and memorable sports marketing campaigns ever. But after 27 groundbreaking years, the two mega-brands decided it was time to part ways. Both Woods and Nike look to begin new chapters – hoping to replicate the phenomenal success they achieved together.
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