Golf: Tiger Woods' victory at the 2019 Masters reportedly earned €19.6m of exposure for Nike

The victory of the American golfer Tiger Woods at the 2019 Masters at Augusta (played from 11 to 14/04/2019) would have earned $22.54m (€19.6m) of exposure to his clothing supplier Nike, according to a study by the American firm Apex Marketing on 15/04/2019.

This amount is up sharply, +86.2%, compared to the 2018 edition. Indeed, the victory of the American Patrick Reed in 2018, also a Nike client, had returned $12.1m (€9.8m) to the "swoosh" brand.

Nike has not manufactured golf equipment since 2016, except for clothing. The American equipment manufacturer has been engaged with Tiger Woods since 1996, despite the golfer's personal issues in 2009, which led to the departure of several of his sponsors in the following years (Gatorade, AT&T, Accenture, Tag Heuer, Gillette...). In 1996, the golfer signed an initial five-year agreement with Nike (1996-2001) for $40m, a contract renewed and revalued several times during the 23-year partnership.

Nike also released, on the evening of Tiger Woods' victory (on 14/03/2019), a video in which the brand congratulated its ambassador.

Nike…