Study: No one advertises better than Tiger Woods
According to surveys by the University of Oregon, the golfer of the century, Tiger Woods, is the most effective advertising medium in the history of marketing.
According to surveys by the University of Oregon, the golfer of the century, Tiger Woods, is the most effective advertising medium in the history of marketing.
This puts him ahead of basketball player Michael Jordan, as confirmed by the Harris Poll, which evaluates American sports stars. With his own mix of likeability, credibility and immense popularity, he represents a total of six brands: Nike, American Express, Buick, Accenture, Tag Heurer and EA Sports.
In an interview with Adage.com, Nike marketing representatives are literally struggling for words when describing Woods' achievements - so they probably let the figures do the talking: in 2000, the sports outfitter extended the contract that had been running since 1996 for 105 million dollars. In 2002, Nike also launched Nike Golf, a line that would probably not exist without the golfer. His commitment to EA Sports resulted in a tripling of sales from 500 million dollars in 1999 to 1.6 billion dollars last year.
But Woods is not only working wonders within the sports industry: thanks to him, Buick has been able to shed its image of the pensioner's car, and since he started representing the brand, the average age of Buick buyers has fallen by ten years. All his customers are similarly euphoric. But the gifted golfer has also had a peripheral effect: according to a two-year study by Indiana University, the number of golfers has increased by five percent since Tiger Woods turned professional.
This puts him ahead of basketball player Michael Jordan, as confirmed by the Harris Poll, which evaluates American sports stars. With his own mix of likeability, credibility and immense popularity, he represents a total of six brands: Nike, American Express, Buick, Accenture, Tag Heurer and EA Sports.
In an interview with Adage.com, Nike marketing representatives are literally struggling for words when describing Woods' achievements - so they probably let the figures do the talking: in 2000, the sports outfitter extended the contract that had been running since 1996 for 105 million dollars. In 2002, Nike also launched Nike Golf, a line that would probably not exist without the golfer. His commitment to EA Sports resulted in a tripling of sales from 500 million dollars in 1999 to 1.6 billion dollars last year.
But Woods is not only working wonders within the sports industry: thanks to him, Buick has been able to shed its image of the pensioner's car, and since he started representing the brand, the average age of Buick buyers has fallen by ten years. All his customers are similarly euphoric. But the gifted golfer has also had a peripheral effect: according to a two-year study by Indiana University, the number of golfers has increased by five percent since Tiger Woods turned professional.
