The changing of the guard in terms of playing success has been obvious for some time. Barring something remarkable, Tiger Woods has already been usurped by players such as Rory McIlroy, Jordan Spieth, Jason Day, Adam Scott and Patrick Reed. The ailing Woods will soon drop out of the world's top 100.
Commercial prominence is another matter entirely, which is why this week’s confirmation that McIlroy is the new face of EA Sports in respect of their golf gaming was highly significant. For 15 years, up until 2013, this was distinctly Tiger’s domain; now, McIlroy’s brand has taken at least a step towards emulating that of his idol. Woods might not be matched any time soon as a money-making machine but that clearly does not mean businesses will not seek out alternatives to front enterprises such as this one.
This June, Rory McIlroy PGA Tour will be launched by the gaming firm. Not a conglomerate of the young stars of today; McIlroy and McIlroy alone.
The numbers will make fine reading for the world Number One. This is a multiple-year, multiple-game contract. Reports in the US suggest June’s release will generate close to $100m in sales within 12 months; needless to say, McIlroy will be well compensated for his title association therein.
During its entire run, Tiger Woods PGA Tour raised $771m in revenue before both parties "re-evaluated" their partnership in late 2013. It is hardly rocket-science logic to suggest Woods's commercial pull is not what is once was. Tournament sponsors are more reluctant to pay him fortunes in appearance fees, for example. Woods has been linked with a clutch of new course designs recently, while he will also open a restaurant in Florida. It only makes sense for him to now contemplate life after golf, such has been the extent of his recent form and fitness woes. Arnold Palmer and Jack Nicklaus adopted a similar business model when their careers were on the wane.
This represents an important success for Rory McIlroy Inc, the vehicle established to manage the golfer’s affairs after his acrimonious split from Horizon Sports Management. It is the first major licensing deal where McIlroy will be paid for his name and image though royalties rather than what may typically be the case; appearances at corporate days and the likes.
This is about more than figures, though. It is a clear admission McIlroy is now seen by the wider world as the face of golf, with a personality and character that blue-chip firms such as EA Sports regard as safe enough to place their faith in for a concerted period. The entire McIlroy package, beyond how he plays, is working.
“With the prospects of what he has accomplished and where he’s going, it’s a great time to develop this relationship,” said Brent Nielsen, the executive producer of EA’s PGA Tour. “Rory appeals to that coolness factor. Rory becoming the face of golf and speaking to a younger generation is a big asset. It’s definitely an asset that we want to lean into.”
In other words, McIlroy has what Woods once laid claim to; by being instantly attractive to youngsters who would not otherwise be interested in golf. The sport itself can hope that the spin-off arrives by those members of the public gaining more awareness of golf and all that surrounds it by latching on to McIlroy via the EA games. At the very least, European golf can take a degree of happiness from the fact they have a player regarded as even close to Woods’s status.
McIlroy has never been entirely comfortable with the notion that he will carry golf into a new era or that he should be regarded as some kind of poster boy. Part of that stems from modesty, part from a belief that no one could achieve what Woods did in his prime. However, if this is for others to decide, it seems McIlroy might be unable to ignore the reality; his profile has just been afforded a seriously important boost by an outside agency that history suggests rather know what they are doing.
Home turf point scoring
The latest Bubba Watson "Daft Comments" chapter arrived this week, as the defending Masters champion looked forward to his Augusta return next month. Perhaps we should forgive him on the grounds of excitement or playing to a captive gallery.
“It’s the home of golf,” said the bold Bubba of this corner of Georgia. “It’s the mecca of golf. I mean, who doesn’t want to be a member there? Who doesn’t want to be able to play there and then who doesn’t want to put on that green jacket?”
He may make valid points about playing and Masters success. Membership? Another matter entirely. Watson has actually undermined his own case by speaking publicly in such a way.
As for “the home of golf”, someone should provide a history lesson when Watson arrives in St Andrews for this summer’s Open. If he is of a mind to listen, that is.
Tour timescale
The European Tour's search for a chief executive may not be as prolonged as was thought. George O'Grady remains at the helm and the Tour has been vague about the timescale for a replacement as it looks to realign its business priorities and markets. O'Grady's exit was confirmed last November. The interview process for O'Grady's successor is already understood to be under way, thereby enhancing the notion that the new man or woman will be in position before the European Tour hosts its annual gala dinner, immediately in advance of the BMW PGA Championship at Wentworth in May.
