Golf

Tiger Woods leaves Nike after 27 years, ending one of sport’s most lucrative partnerships

Golfer has been brand ambassador for Nike since 1996 and won 15 majors associated with Nike

Tiger Woods celebrates after winning the 2019 Masters at Augusta. Photograph: Andrew Redington/Getty Images

Tom Lutz
Mon Jan 8 2024 - 16:54

Tiger Woods and Nike have brought one of the most famous commercial partnerships in sport to an end after 27 years. Woods announced the news on Monday in a statement posted to social media.

“Over 27 years ago, I was fortunate enough to start a partnership with one of the most iconic brands in the world,” read the statement. “The days since have been filled with so many amazing moments and memories. Phil Knight’s passion and vision brought this Nike and Nike Golf partnership together and I personally want to thank him, along with the other Nike employees and incredible athletes I have had the pleasure of working with along the way. People will ask if there is another chapter. Yes, there will certainly be another chapter. See you in LA!”

Woods started his partnership with Nike when he was 20 and the relationship – reported to be worth around $500 million (€455m) over its lifetime – saw the American become one of the most recognizable people on the planet as he claimed 15 majors. Perhaps the defining image of the partnership was the red shirts Woods wore on the final day of majors. He also starred in a number of TV adverts for Nike that became famous in their own right.

The move comes as Nike scales down its investment in the sport – it stopped making golf equipment in 2016 – and Woods’s own career approached its end. His last major victory came in 2019 but he has been plagued by injury for years and his game has become even more limited by a serious car crash the 48-year-old suffered in 2021. The following year, Woods appeared at the Masters in FootJoy shoes rather than his customary Nikes, although he said the decision was due to health considerations.

READ MORE

“I have very limited mobility now,” he said. “Just with the rods and plates and screws that are in my leg [after the 2021 car crash], I needed something different, something that allowed me to be more stable. That’s what I’ve gone to.”

Nike also issued a statement at the time supporting Woods’s decision, saying it would “work with him to meet his new needs”. – Guardian

  • Sign up for push alerts and have the best news, analysis and comment delivered directly to your phone
  • Find The Irish Times on WhatsApp and stay up to date
  • Our In The News podcast is now published daily – Find the latest episode here
LATEST STORIES