This year’s Masters tournament marked Woods’ first return to the major championships in three years. Although the primary aim was pursuit of his fifth Green Jacket and 15th major title, the fresh round of excitement and buzz brought about by the iconic golfer’s return has sent the sporting world into a frenzy, generating huge brand exposure in the process. Sports Marketing Agency Nielson Sports quantified “the Tiger Effect” in its release of new industry data of golf’s man to watch.
Nielson Sports highlighted the bump in airtime for Woods and his sponsors during the PGA Tour where he received a staggering 583 minutes of branding exposure which accounted for nearly double the amount of time on screen compared to 320 minutes of other top 10 golfers. Teamed with the fact that the Masters is a “clean course”, this amounted to a lucrative win for the brands representing Woods on his clothing and equipment.
Woods’ comeback clearly still packs a powerful punch evidenced by the two million increase in television viewership over the four Golfing events this season where Woods ranked within the top 25. This equated to an impressive increase of 93% more fans and viewers tuning in compared to the same events last year.
Furthermore on the social media front there have been 3.5 million posts on Facebook, Instagram and Twitter that mention Tiger Woods from 1 January to 30 March 2018. Interestingly, 71 per cent of Tweets mentioned Woods during the Valspar Championship, with just five per cent mentioning winner Paul Casey all in all.