Ace golfer Tiger Woods endorses Hero
In what could be the biggest sportsman-based brand endorsement in the country, Hero MotoCorp, the country’s biggest bike company, announced a four-year endorsement deal with ace golfer Tiger Woods. Though the numbers of the deal have not been revealed, U.S. media speculates a deal worth a massive Rs 250 crore. Tiger Woods, a figure not really well known in cricket crazy India, is the winner of 79 PGA TOUR titles, and 14 major championships. He has been one of the highest-paid athletes in the world for several years now.
Arguably the mother of all endorsement deals in India, Tiger Woods is the first global corporate partner for Hero. The ace golfer will be the face of Hero MotoCorp, who are already expanding their footprint across Asia, South and Central America, and Africa, over the past two years. The Indian two-wheeler giant has aimed to enter Europe in 2015, US and Brazil by 2016, and to be in as many as 50 countries by 2020. Tiger Woods is expected to play a significant role in the establishment, internationally.
Addressing a press conference jointly with Pawan Munjal, Vice Chairman, CEO and MD of Hero MotoCorp in Orlando, United States, Tiger Woods said, “This association with Hero MotoCorp is exciting and it allows me to be involved with the world of two-wheelers and the vision of Pawan and Hero MotoCorp. We have a shared vision and I am proud to be working with the entire Hero family. For me, any collaboration and partnership has to be something that’s important to me. I greatly appreciate Hero sponsoring the Hero World Challenge that benefits my foundation, and my new role will greatly expand our worldwide relationship.”
The foundation for the partnership between Woods and Hero was laid in February when Woods played an exhibition in India hosted by Munjal, who is a keen golfer. Hero MotoCorp Ltd has also become a partner in the Tiger Woods Foundation, which was the Title Sponsor of the Hero World Challenge, held in Septermber 2014. The Hero deal is the most lucrative new sponsorship agreement for Woods since his 2009 personal controversy which cost him his marriage and luxury endorsements with Accenture, AT&T and PepsiCo.
Hero MotoCorp, the company known for promoting various disciplines of sports including golf, cricket and hockey, has also become the title sponsor of the ongoing Indian Super League, the first franchise-based football league in the country. Hero is also the title sponsor of the Hockey India League.
