Much has already been written about the amazing comeback by Tiger Woods when he claimed his fifth green jacket at Augusta National. After the scandals of 2012 and the numerous surgery’s in the past 2 years, it was getting hard to imagine a day when Tiger would start, contend and win a major title in golf. But on Sunday at the Masters, all that changed; it was a day that will truly be remembered in sporting history.
Tiger forever changed the sport of golf, a game he has dominated. He pushed the boundaries of physical fitness and raised the bar for manufactures, demanding perfection. And then there was the crowd… Wherever Tiger went they followed and in numbers; thus the phrase Tiger Effect was born. To this day the ‘Tiger Effect’ is used to gague the field of players assembled in a tournament whether they will be a good enough draw for spectators.
Tiger Woods helped create a new breed of young golfers (most whom are now contending on the PGA Tour) who are thriving in this new paradigm. Many of the old war-horses like Ian Poulter, Matt Kuchar and Phil Mickelson have altered their game in order to stay competitive and relevant.
It is safe to assume there is no one else in the game of golf anywhere in the world, who has this kind of effect on the game… is it a coincidence then that in the past 4 years professional golf has seen a decline in viewership especially in non major events. Is it also a coincidence that in the past four years golfing merchandise revenues have also declined at golf courses in the country and abroad and one of the biggest names in professional golfing equipment, Nike has withdrawn its golf club manufacturing line?
The past few years have been difficult for golf. Growth rates have been well below par in the west and in the developing world golf is still finding it difficult to shake off its elitist image. The numerous golf course closures in the US and other parts of the world have not helped either. Golf was looking for a miracle, something to kick-start the growth, something to get people back into the game. Once again, it appears to be Tiger Woods, who seems to have stepped up to the plate.
Consider for instance the aftermath of the Tigers win in Augusta; almost all Tiger Woods memorabilia and apparel was sold out online on Amazon, Taylormade reported an 20% increase in the orders for the same driver and clubs used by Tiger after the win, Bridgestone was sold out of its golf ball played by Tiger Woods. Nike and Acushnet (the holding company that owns the brands of titleist and footjoy) shares rose around 2% and continue to rise on the NASDAQ
https://www.bloomberg.com/news/articles/2019-04-14/tiger-s-masters-win-a-major-boost-for-the-brands-still-with-him
In the evolution of a sport, there comes a time when spectators need something more – almost magical – to rekindle that sense of wonder that brings us back to the field, to watch and experience it, for instance in football the legends just keep on coming with Ronaldo, Messi, Mo-Salah added to the list, in basket ball you have Steph Curry, Dirk, Lebron James, D-Wade, in American Football you have Tim Tebow, The Manning Brothers and Tom Brady, In tennis you have Roger Fedderer, Djokovic and Nadal who seem to be ageless.
When it comes to golf it needed a fairytale. Something to get the fangirl and boy in everyone excited again. Any sports business needs its fans whether it is to drive ticket sales or merchandise.
Even though has to its credit, some of the oldest and tournaments that are greatly contested, it still needs its larger than life figure, someone who can leave everyone astonished, that brings everyone to the edge of their seat.
What Tiger’s win means to the sport of golf, is far beyond a major title, it is a catalyst for growth. Already, the governing bodies of the sport took a major decision in 2019 to fundamentally alter some of the rules of golf in an effort to modernize the game. This was a forward thinking move to encourage beginners to play and learn the game.
In addition, sports need their icons, either playing or past. Unfortunately such is the game of golf that to really dominate this game requires a different class of mastery; in 2010 people realized that Tiger is human, by 2014 they realized that he might never swing a golf club ever again.
By April 2019 he has achieved the impossible. What makes this more special is the human element of the story.
Tigers roar, I am excited because the sport needed its hero back and to win, what will follow appears to be an exciting period for anyone in the golfing business, so…. What’s your Tiger Effect?
