GOLF:TIGER WOODS "brand" is on the way back. Almost two years after his minor car crash triggered a major personal scandal and the desertion of many of his corporate backers, the former world number one has found himself a new sponsor.
The Switzerland-based watchmaker Rolex announced yesterday it has signed Woods, who has fallen to number 51 in the world rankings and will try again this week to restore his fading reputation on the course at the Frys.com Open in San Jose. The company has a number of long-standing deals in the game, most notably with the British Open.
“Rolex is convinced that Tiger Woods still has a long career ahead of him and that he has all the qualities required to continue to mark the history of golf,” the company said in a statement.
Woods has not won anywhere since the Australian Masters in November 2009 and lost the majority of his sponsors in the wake of his personal troubles, which prompted the telecom company ATT, the drinks brand Gatorade and the financial services firm Accenture to terminate multi-year, multi-million deals. Another watch company, Tag Heuer, dropped Woods two months ago.
Despite the player’s agent, Mark Steinberg, suggesting a number of times over the past year that deals with new sponsors were “imminent”, yesterday’s announcement marks a rare piece of positive news in what has been a precipitous – and expensive – decline in Woods’ status as a corporate pitchman.
The agent claimed “a couple of announcements” are in the pipeline, including a deal for Woods’ bag. ATT’s name was removed one month after the player’s personal affairs became tabloid fodder. No details of the value and length of the Rolex deal were given but given Woods’ damaged reputation and decline, he is unlikely to command the eight-figure, multi-year contracts of his hey-day.
Most analysts believe he could once again become one of the highest earners in professional sport were he to return to his winning ways, however. Since taking his self-imposed three-month sabbatical in the wake of the car crash, Woods has been hampered by a divorce and by injury.
This week’s appearance at the CordeValle club marks a crucial stage in rebuilding his confidence and reputation. The field at the Frys.com Open boasts includes Ernie Els and England’s Paul Casey, but expectations have been heightened by news that Woods last week broke the course record at his new home course in Hobe Sound, Florida, the Medalist, where he shot 62.
Woods himself has done little to dampen these expectations in his rare public appearances over recent weeks, saying he is injury-free for the first time in years and had been able to practise properly with his swing coach Sean Foley.
If so, then a top-10 finish come Sunday afternoon, or even a victory, will be the target. Anything less will be viewed, by the outside world at least, as yet another false dawn.
Guardian Service
FRYS.COM OPEN
Course:CordeValle Golf Club, San Martin, California.
Prize money:€3.75 million (€676,234 to the winner)
Length:7,368 yards. Par: 72. Field: 132.
The layout:The 1999 Robert Trent Jones- design is cut out of hillsides and canyons and has plenty of dramatic contours and elevation changes. Strategically-placed bunkers, streams and large oak trees are a feature.
Defending champion:Rocco Mediate.
Type of player suited to challenge: Mediate won last year thanks to superb wedge play but there are plenty of holes (the driveable 17th) that can be tamed by aggressive play.
Key attribute:Touch.
Weather forecast: Yesterday's pro-am was a little wet but conditions are set to clear up beautifully for the weekend.
Time difference: California is eight hours behind Ireland.
On TV:Sky Sports 3 from 10pm.
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