A portrait of Tiger Woods of The United States during the pro-am as a preview for the Hero World Challenge at Albany Golf Course on November 29, 2023 in Nassau.
David Cannon | Getty Images
Tiger Woods’ 27-year partnership with Nike has come to an end. The superstar golfer announced the news in a statement Monday on social media platform X.
“Phil Knight’s passion and vision brought this NIke and Nike Golf partnership together and I want to personally thank him, along with the Nike employees and incredible athletes I have had the pleasure of working with along the way,” Woods wrote.
The announcement came after months of speculation that the two would break up. Nike confirmed the news on Instagram with a picture of Woods in his iconic red polo with the text “It was a hell of a run.”
Mark Steinberg, Woods’ longtime agent, told CNBC that the golfer made a business decision to not renew with Nike.
There’s no word yet on Woods’ plans for a future endorsement deal. But he said on social media: “There will certainly be another chapter.”
Some recent speculation about Woods’ next chapter have pointed to On Running, the Swiss brand for which tennis great Roger Federer left Nike in 2019.
Marc Maurer, co-CEO of On Running, addressed the speculation on Monday at the ICR Retail Conference in Orlando. “We also heard the rumors, so it’s always interesting what’s out there we hope that Tiger finds a great new partner and it’s not going to be us,” he said.
Golf equipment maker TaylorMade, with which Woods, 48, has had a relationship with since 2017, could be another potential landing spot for the 15-time major winner.
Analysts aren’t expecting a big impact with the news as the rumors have been circulating about Woods’ departure for months.
“We continue to believe the company has endorsements with some of the biggest name athletes in the world and we would expect that trend to continue for the foreseeable future,” said Brian Yarbrough, a Nike analyst for Edward Jones.
Nike has been quietly ramping down on golf for years as it wasn’t a huge money maker for the brand. In 2016, the Oregon sports apparel maker announced it would stop making golf equipment altogether.
Yet Woods brought significant exposure to the Nike brand. And, over the course of his career, Woods made a reported $500 million from “the swoosh.”
Eric Smallwood, founder of Apex Marketing, estimates that when Woods goes four rounds, he’s providing Nike with $2 million to $4 million of exposure.
Likewise, when Woods swapped his Nikes for FootJoy shoes at the 2023 Masters, he gave the brand $3.2 million of exposure.
Woods provides even more exposure for Nike than even a LeBron James due to the pace of play of golf compared to basketball, he said. “Golfers have longer longevity,” Smallwood said.
This is a developing story. Check back for updates.
