- Tiger Woods’ victory at the Masters golf tournament on Sunday, his first major victory since 2008, is expected to lift sales for sponsors, broadcasters and golf courses lucky enough to host a tournament with Woods playing.
Tournament broadcaster CBS Corp saw a ratings bump. Based on preliminary data, the final round of Sunday’s tournament was the highest-rated morning golf broadcast since 1986, when CBS started collecting that data. The tournament, which is usually broadcast in the afternoon, was rescheduled to the morning because of weather.
The golf demographic is wealthier and better-educated than other sports fans, so TV ratings are valued more highly because they’re more apt to turn into sales, even of big-ticket items, said Neal Pilson, president of Pilson Communications and former president of CBS Sports. Then Woods’ personal life collapsed and with it, his brand. In 2009, after the news of multiple infidelities, he lost endorsement deals with companies like AT&T Inc and Accenture Plc. Other sponsors, such as Procter & Gamble Co’s Gillette and Berkshire Hathaway Inc’s NetJets, kept their contracts with Woods but stopped using him in marketing.
Big win for hope and redemption.
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