HIS RETURN to the golf course may be imminent, if we are to believe the reported sightings of Tiger Woods working out with coach Hank Haney, but there is growing evidence that others – none more so than Rory McIlroy and Pádraig Harrington – are making inroads into Tiger’s world while he’s on his “indefinite break.”
Once upon a time, Woods was the favoured golfer of US President Barack Obama. He was invited to the president’s inauguration in the White House and there was talk of playing a round (of golf!!) when their busy schedules allowed it . . . . but Harrington’s invite to be a guest at 1600 Pennsylvania Avenue on (appropriately enough) St Patrick’s Day would have you believe the golfing president has moved on.
However, it is the decision of EA Sports to share Woods’s image with that of McIlroy on the soon to be released Tiger Woods PGA Tour 11 video game that provides evidence the world’s number one golfer is replaceable in the world of marketing. It is the first time any other player has shared the cover of the games (available in Ireland in July on Wii, PlayStation, Xbox and iPhone) since the best-selling games were launched a decade ago.
McIlroy could very well become golf’s new international poster boy. And his appeal to international corporations, who are aware advertising and sponsorship is probably even more important in recessionary times, could yield more and more of Tiger’s space.
McIlroy’s move to combine playing on the US Tour along with his home European Tour, means the Northern Irishman will continue to broaden his appeal and marketability. Once McIlroy starts to win major tournaments, the world – financially – will be his oyster.
McIlroy, more than any of the modern players on tour, has grown up in the digital age and first got to play many of the courses of the world on his games console.
