Tiger Woods will sign with a new sponsor after ending his 27-year relationship with Nike. Photo: Nike
Tiger Woods has confirmed a sensational split with Nike, ending one of the most lucrative and high-profile branding partnerships ever seen in sports.
The 15-time major champion has become one of the most recognizable stars of the sports manufacturer for many years. quarter of a century, earning the brand up to $500 million (£394 million).
However, even as Nike tries to quash rumors that it plans to dramatically reduce its profile in the sport, Woods has announced plans to open “another chapter” in his career. TaylorMade, a golf equipment brand that is expanding its presence in the sport, is among the first to announce an expansion of its existing partnership with Woods.
Next to a photo of himself with his mother Tida and Nike founder Phil Knight, Woods wrote about his deal with Nike: “Over 27 years ago, I was fortunate enough to partner with one of the most iconic brands in the world. The past days have been filled with so many amazing moments and memories that if I started naming them, I could go on forever. Phil Knight's passion and vision has brought this partnership between Nike and Nike Golf together, and I want to personally thank him, as well as the people at Nike and the incredible athletes I've had the pleasure of working with along the way.»
In modern sports times, only basketball legend Michael Jordan, who became a billionaire thanks to a deal with Nike, is more associated with the world's largest sportswear giant. Branding experts called Woods' announcement a «huge scam.» Woods has worn the famous swoosh since he was 20, and his entry into the professional ranks was synonymous with his first Nike ad, which simply featured the slogan «Hello World.» In many ways, this marked the moment when golf truly went global, and from then on the sport was no longer seen as simply the preserve of the country club elite.
Woods earned an estimated $500 million from the partnership, and many of Woods' biggest moments on fairways and courses are inextricably linked to Nike gear. Not least his remarkable performance on the 16th during the final round of the 2005 Masters when, as if as part of a preordained advertisement for a sportswear company, the ball almost wavered before falling into a cup with the Nike swoosh perfectly displayed to the world with the latest revolution.
Other memorable ad campaigns include Woods juggling a ball with his putter for about 25 seconds before tossing it up and knocking it off the driving range. Woods also teamed with Rory McIlroy in one campaign, in which the pair had a shooting contest.
Woods' first five-year, $40 million contract with Nike was followed by a contract worth approximately $100 million, signed in 2001 . five years, followed by an eight-year contract in 2006, paying approximately $20-40 million per year. The partnership was renewed again in 2013 for an undisclosed amount and remained in place even after Nike stopped making golf equipment in 2016.
Woods has faced weeks of speculation that his deal with Nike was off. In his post on X, he added: “People are asking if there is another chapter. Yes, there will definitely be another chapter. See you in Los Angeles.»
Woods earned £394 million from his partnership with Nike. Photo: Getty Images
Telegraph Sport has learned that Nike has assured other players still under contract that the manufacturer is not leaving the sport. Jason Day and Matt Wolff have also left the Nike stable in recent months, but the brand still has major deals with the likes of McIlroy and Tommy Fleetwood.
However, the news will be troubling for many in the stable. , including Nelly Korda, who announced a multi-year deal just 11 months ago. The end of the Woods-Nike era adds to golf sponsors' current uncertainty about the status quo as merger talks between the PGA and LIV Golf continue.
There were already rumors that Woods' appearance with his son Charlie at the PNC Championships in Orlando last month would be the last time he would be seen wearing Nike.
If there was an opportunity to quash those rumors, Woods' only response was to say : “I still wear their products [right now].” When I was asked if this would happen after this week, the answer was exactly the same: “I still wear their products.”
Marcel Knobil, founder of the Brand Council and Superbrand, told Telegraph Sport: “The collaboration between Tiger and Nike has had one of the longest running sports sponsorship relationships of all time. This is a huge scam. These two big names have been intertwined for almost 30 years. Nike is a brand built on a relentless approach, pulsating spirit, energy and drive. As the Tiger becomes more tame and begins to lose its teeth, it reflects these characteristics less and less. With Woods Jr. choosing to partner with an alternative brand, Tiger's marriage to Nike came under pressure.»
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