Rory McIlroy has launched a new personal website as golf attention begins to zero in on the US Masters taking place from April 6th to 9th.
In terms of a personal storytelling exercise it is as good as it gets with a blend of recognition for his partners, the story of his career from toddler to Grand Slam winner and an inside perspective on the legacy he is creating through the Rory Foundation.
The site looks better on desktop than mobile so to get the full experience it is worth waiting until you can see it on a bigger screen.
It makes good use of imagery with screen backgrounds that shift to match your own scrolling down the page.
His three main sponsors of Nike, Omega and EA Sports all get credit through one line introductions and the ability to dive deeper. Each links to a specific cut of social media messages from McIlroy linked specifically to the brand.
Nike offers a direct link to Google Play and the Apple Store to download their workout app using the version designed for McIlroy so that the context remains the same throughout.
EA Sports enables you to buy the Rory McIlroy PGA Tour game while Omega focus on the quality of the brand using imagery linking McIlroy and the fact that it was carried to the Moon as part of the US Space Race.
Not all sports stars can boast that kind of endorsement deal in their locker but even still being able to demonstrate in a visible and tangible way the impact you can have for a brand ensures that he will stay there at the top of the commercial game regardless in some ways from any temporary dip in form.
Given his social media reach of over 3 million followers on twitter the site will generate enormous traffic and will be important for the tourism authorities and co sponsors alongside the Rory Foundation of the Irish Open this year to get a presence on.
Fans can get the unfiltered story of McIlroy’s introduction to golf, his lifelong loyalty to his original coach Michael Bannon and the moments that have defined his career, from the highs of Grand Slams and Ryder Cups to the lows of that Masters meltdown in 2011.
It is a pleasure to immerse yourself in the site and if he plays Augusta as well next week as his team have played in developing the site then he will surely be in contention coming around Amen Corner.
Take a look at the site yourself at www.rorymcilroy.com