Rory McIlroy. What a performer, what a talent, what a winner.
There are few who can transcend a sport and reach beyond its confines to become genuinely famous in the world beyond. He has done it at the age of 25. He is the first European to win three of golf’s four majors. He ‘controls his sport’ in the words of the NBC commentator on Sunday.
He has done this only weeks after being held to ridicule as being startlingly immature over the cancellation of his wedding to Caroline Woszniaki; and only 15 months after a public implosion at the US Masters which saw him throw away a four stroke lead and was painful to watch as he emotionally collapsed.
To come back in the unimagined style he has is frankly beyond belief.
Improbable
The story of Rory is one that would be dismissed by Hollywood as too improbable.
It is though very real and his resurgence with two major titles in four weeks has opened the door to his becoming perhaps, the wealthiest sports star on the planet.
His career earnings since coming on the professional scene in 2007 are now approaching €25 million with over €3 million of that banked in the last month.
But it is off the course that the real money is to be made as brands clamour to associate with the stardust he sprinkles.
5 Year Deal
Of course they are too late already. McIlroy signed a five year deal worth between €50 and €80 million with Nike two years ago. At the time he was a clear number two to Tiger Woods whose deal was for twice as long and twice as much.
That’s the future for Rory and if he signs two of those deals he will still be only a few years older than his other main commercial rival at present Phil Mickelson.
Sunday night’s drama at Valhalla, the Hall of the Gods, in Kentucky gripped golf and general sporting fans alike on both sides of the water. One tweeter likened the big four of Mickelson, Fowler, Stenson and Rory, all of whom were within one stroke down the back nine, to Hearns, Hagler, Leonard and Duran in the same ring at the same time.
This was and is the stuff of legend.
Generational Shift
That the light was fading and McIlroy was given permission to drive over the head of Mickelson to finish when he could still see the hole was symbolic of a generational shift and how he has grabbed his moment in the past weeks.
The single swoosh on his shirt and his cap will be flying out of club pro shops this week around the world. The clubs he used to fire balls 331 yards and land dead centre of the fairway will be similarly lusted after by handicappers who, in their minds eye, can do the same with the right length of titanium alloy in their hands.
Nike’s investment is safe and the negotiation for the next phase will have already been budgeted and signed off.
Santander Bank, Omega Watches and Bose Audio are all on board with deals that will collectively garner another €5 million plus each year and there will be additional income from invitational events and matches in Asia that will also stretch to seven figures.
Economic Value
That’s all for Rory and his team but the economic value of his achievement will be felt in many other ways around Ireland as well.
The Golfing Union of Ireland runs a very professional juvenile talent programme and his exploits, as well of those to come in the Women’s game from Stephanie Meadows will see more and more young guns taking a closer interest in what was once seen as a sport for their parents or grandparents.
The vigour of youth could help Ireland’s financially strapped golf clubs reinvent themselves as centres of sporting excellence as well as social nicety.
With the Irish Open going North again next year and building to the Open Championship being held on the island in 2019, there will be increased interest from sponsors of the marquee event in the Irish sport.
Major Brand
Fáilte Ireland remains committed but would readily step to a lesser profile association with the event if a major brand were to come in.
With a guaranteed appearance from a supportive McIlroy the value in global terms becomes much more easily recognised by sponsorship managers otherwise struggling for access to the very best.
That was the magic that Tiger brought to events in his heyday. Now it is the turn of the new kid on the block to draw that level of interest, and those around him need to be ready to capitalize.
Sporting fame can be fleeting, but the way in which he has played and most importantly the way he has captured the moment with commentators and fans over the first phase of his career suggests his will last longer than most.
A starring role in the Ryder Cup, something Tiger never managed, will lock in the value even tighter and if the court cases involving his early management by Horizon can be settled fairly and with magnanimity, then there really is no stopping the boy from Hollywood, County Down who is living the dream of that other Hollywood in the hills of California.
This article first appeared in the Irish Examiner newspaper
