It was the worst kept secret in Golf but now it’s official. Rory McIlroy has signed for Nike Golf alongside former world number one Tiger Woods.
The deal is believed to be for five years as opposed to the ten that was rumoured, and the value closer to $100 million instead of $250 million, but these are first world problems for a man who is now comfortably the best paid Irish sporting star on the planet.
The partnership was unveiled in Abu Dhabi on the eve of the HSBC World Championship in which the two players will line up alongside each other on Thursday. Nike also released an advance video of the first commercial to feature the pair and it is well worth a look.
Part of McIlroy’s easy charm lies in the fact that he is an outsider. Woods was heralded as the man to bring a whole new audience to golf and while there was some success in that regard it was less than might have been imagined back in 1996 when he first signed for Nike.
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Golf remains in large part a traditional sport and there were some inklings yesterday that the feathers ruffled by Rory’s casual approach, at least off the course, might not settle so easily.
US commentators were not kean on the fact that he wore jeans to the son et lumiere show that heralded his arrival to Team Nike. The “Olympic” question was raised again and whatever impact that might have in our small Irish market, among people who would largely understand the quandary he is in, US audiences will perhaps be more critical.
The biggest pressure he will come under though is of course in the use of Nike equipment. Graeme McDowell said he was probably good enough already to win playing with a shovel but the switch in such a glare of interest will not be easy.
When Woods signed up Nike did not make golf clubs at all and his migration was done over time. He retained a Titleist putter until 2010. McIlroy will also retain his old putter, at least until such time as he feels comfortable or the Nike marketing team grow uneasy with references being made.
The deal does allow for some additional branding and he will carry Spanish bank Santander on his bag this season as he did at yesterday’s launch. HSBC will doubtless be weighing up the global interest in their tournament versus the exposure for other brands. He will also carry branding over the next six tournaments for a collection of charities that will raise money through the auction of individual bags.
McIlroy has enormous talent. He has come under intense pressure before as in his Masters collapse over the closing holes but has bounced back stronger and won two majors before the age of 24. He understands the value of the brand that he has become and has cashed in at a very early stage, for numbers that most of the greats can only have dreamt of.
The trick now is to keep that going.
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Pressure as well as Money in Nike Deal
