Woods' Masters jacket has advertisers seeing
green
By SKIP WOLLENBERG AP Business Writer
NEW YORK (AP) - Tiger Woods was a rising star on Madison Avenue
even before his runaway Masters victory.
But his record performance and grace in accepting the winner's
green jacket may have put him in company with such marketing icons
as Michael Jordan and Arnold Palmer.
"Women and children in elevators and schoolyards are talking
about yesterday's event and that shows us something very important
has happened," Fred Fried, an executive with the sports marketing
firm Integrated Sports International, said Monday.
Lee Berke, an executive with the sports marketing firm Marquee
Group, said Woods' win puts him on par with Jordan as a "cultural
icon."
Jordan reportedly receives more endorsement money than any
athlete, an estimated $30 million to $40 million a year for pitching
cereal, hot dogs, underwear, sports drinks and batteries. The
basketball great even has a fragrance on the market.
"I fully expect to see Tiger playing golf with Looney
Tunes characters," Berke said.
Woods, 21, was the youngest player to win the Masters. He compiled
the lowest score ever for the event and had the largest margin
of victory - 12 strokes.
He also was the first black to win a major golf championship,
and after his victory he noted his debt to such trailblazing black
golfers as Lee Elder and Charles Sifford.
Arthur Kaminsky, president of the sports management firm Athletes
and Artists Inc., called the tribute "quite unique,"
given that some black baseball players know nothing about Jackie
Robinson, who broke the racial barrier in his sport.
"He showed how a real man behaves in a moment of victory
and triumph," said Brian Murphy, publisher of The Sports
Marketing Letter. "If Arnie had an army, he'll have legions."
Woods made his professional debut only last summer after an
extraordinary amateur career.
He has signed a marketing contract reportedly valued at about
$40 million with Nike Inc., the sports shoe and apparel maker.
He also has an endorsement deal with Titleist, which covers golf
clubs, balls, bags and gloves. And he is an endorser of the All
Star Cafe restaurant chain.
Clarke Jones, an executive at International Management Group,
which acts as Woods' agent, said while there may be other endorsement
deals ahead, nothing is imminent and "there aren't going
to be a whole lot."
Fast food and soft drinks are two areas that marketing experts
cite as good possibilities for Woods' next contract. An airline,
a credit card and an automobile deal are also possibilities.
Berke said the danger is that success will prove "too
fast too soon." But Berke and others said Woods' limit on
his number of contracts will prove a big help.
David Burns, who heads Burns Sports Celebrity Service, said
the Masters victory will enable Woods to get multiyear deals that
athletes of his stature prefer at prices of $1 million annually
and more.
"The question is who can afford him," Burns said.
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