And just like that, one of the most prolific commercial partnerships in the history of sport came to an end.

After 27 years, 15 major championships, 82 PGA Tour wins, and hundreds of millions of dollars in endorsement contracts, Tiger Woods and Nike announced the end of their collaboration on Monday.

When Nike and Woods signed their first deal in 1996, Woods, a 20-year-old who had just turned professional, inherited a $40 million fortune. This five-year deal was an extraordinary achievement for any athlete, especially for a rookie. However, Woods had already proven himself as an exceptional talent.

Having won six junior world championships and three consecutive US Amateur championships, Woods was one of the most promising young athletes in the world. Nike recognized this and wasted no time in signing him. Their decision was immediately validated as Woods broke records and quickly rose to the top of the golfing world. Within a year of Nike’s iconic “Hello World” commercial, which was based on Woods’ first professional event press conference, he had already won three PGATour events and became the youngest winner of The Masters. He also became the fastest player to reach world No. 1 after turning pro.

Woods’ Dominance and Partnership with Nike

In 1996, Woods secured his third consecutive US Amateur Championship at Pumpkin Ridge Golf Course in Cornelius, Oregon.

J.D. Cuban/Getty Images

When Woods signed an unprecedented five-year endorsement deal with Nike in 2000, estimated to be worth $85 million, his position as golf’s dominant force and a global sporting superstar was solidified.

For Nike, a brand more commonly associated with other sports, this partnership was a dream come true. Woods’ entry into golf marked a “significant entry” for the sportswear company and had a “seismic” impact, according to Ben Peppi, a sports commercial expert at JMW Solicitors.

“For a long time, post-Michael Jordan’s retirement, pre-Cristiano Ronaldo, Tiger Woods was Nike,” Peppi told CNN Sport. “He is one of the transcendent athletes that Nike has had as a brand ambassador throughout their partnership. He transcends his sport – he wasn’t just a golf ambassador, he was a Nike icon.”

As Woods became synonymous with golf, Nike became synonymous with Woods. From his cap to his shoes, the company’s iconic swoosh logo was always visible during the countless memorable shots and trophy lifts throughout Woods’ career. Nike supported his success with a series of notable advertising campaigns, including “Golf’s Not Hard” and “Never.”

Nike’s significant investment in Woods proved to be highly rewarding. A 2013 university study examining the golfer’s impact on ball sales revealed that nearly 57% of Nike’s investment in Woods’ then $181 million endorsement deal was recouped from the sale of golf balls alone between 2000 and 2010.

In 2019, when Woods sported his signature Sunday red polo and a black Nike cap branded with his own “TW” logo to win The Masters, one sponsorship analytics research firm estimated that Nike received approximately $22 million worth of exposure from the victory.

“In a sport where players’ shirts are usually covered in various sponsorships, all you saw with Tiger was Nike – a swoosh and nothing else,” Peppi explained. “That speaks to the significance of Tiger to Nike, and also the significance of Nike to Tiger. Not many athletes have their own logo associated with a brand – be it Nike or any other company.”

An amicable break-up

Despite facing numerous off-course scandals, Woods maintained a strong relationship with Nike while other sponsors distanced themselves.

After admitting to infidelity in late 2009, brands such as Gatorade, AT&T, and Accenture terminated their contracts with Woods, resulting in an estimated loss of $20 million. However, Nike remained loyal to Tiger Woods. When Woods regained the world No. 1 ranking by winning the 2013 Arnold Palmer Invitational, Nike celebrated the achievement with an advertisement stating, “winning takes care of everything.”

In that same year, Woods signed a 10-year contract worth around $200 million. However, by 2019, the annual value of the deal had decreased to approximately half that amount, as reported by Bob Dorfman, an endorsement and executive creative director at Baker Street Advertising, at the time.

Despite Nike’s decision to scale back its golf equipment business in 2016 and stop producing golf clubs, balls, and bags, Woods continued his partnership with Nike. After recovering from a serious car accident in 2021, Woods switched to FootJoy shoes for added ankle support while still maintaining his association with Nike.

Due to leg injuries and subsequent surgeries, Woods has had limited playing time. Nevertheless, he has continued to represent Nike in his sporadic appearances in competitive events.

Upon his return to competitive action at the 2022 Masters, Nike released a statement expressing delight in seeing Woods back on the course. They described him as an extraordinary athlete and highlighted the inspiration he brings to everyone. Nike pledged to collaborate with Woods to meet his new needs as he continues his comeback.

The amicable nature of the partnership is evident in the final statements from both sides. Nike praised Woods for challenging stereotypes, conventions, and traditional thinking, while Woods expressed his gratitude to Nike co-founder Phil Knight in a tweet.

Peppi believes that the split between Tiger Woods and Nike was primarily a financial decision, rather than being based on concerns about Woods’ playing time or a desire to focus on a younger athlete. According to Peppi, there has not been a falling out between the two parties.

Peppi stated, “If Nike were staying in golf, they certainly wouldn’t end their partnership with Tiger…they would have had a stronger negotiating position given the history of their relationship. Even if they wanted to go with a younger ambassador, someone who could be the next Tiger Woods from ’96 to ’97, there would still have been an offer for Tiger, although it might not have been as lucrative.”

In a surprising turn of events, one of the most successful partnerships in sports history has officially come to an end. After an extraordinary 27-year collaboration that resulted in 15 major championships, 82 PGA Tour wins, and multimillion-dollar endorsement deals, Tiger Woods and Nike have announced the termination of their partnership.

The partnership between Woods and Nike began in 1996 when a 20-year-old Woods, fresh off his professional debut, became the recipient of a $40 million fortune. Nike recognized his exceptional talent, having already achieved remarkable success as a six-time junior world championship winner and the first golfer to win three consecutive US Amateur titles.

Nike’s decision to sign Woods proved to be a wise one, as he quickly rose to the top of the golf world. Within a year of the iconic “Hello World” commercial, based on Woods’ maiden pro event press conference, he had already won three PGA Tour events, became the youngest winner of The Masters, and achieved the world No. 1 ranking faster than any other player after turning professional.

Woods’ endorsement contract with Nike in 2000, valued at an unprecedented $85 million, solidified his status as a dominant force in golf and a global sporting superstar. This partnership was groundbreaking for Nike, a company more commonly associated with other sports. Woods became the face of Nike and their entry into the golf market, with their collaboration having a profound impact on both parties. Woods’ success on the course, coupled with memorable Nike commercials such as “Golf’s Not Hard” and “Never,” helped to establish the Nike brand as synonymous with Woods and golf.

Nike’s significant investment in Woods paid off handsomely. A study conducted in 2013 revealed that nearly 57% of Nike’s investment in Woods’ endorsement deal was recouped through the sale of golf balls alone between 2000 and 2010. Woods’ victory at The Masters in 2019, where he proudly sported his trademark Nike apparel, was estimated to have generated approximately $22 million worth of exposure for the brand.

Despite facing off-course scandals that led other sponsors to sever ties, Nike remained loyal to Woods. Even as Woods switched to other brands for golf equipment and footwear, their partnership endured. Woods’ career was hampered by leg injuries and subsequent surgeries, limiting his playing time. However, he continued to represent Nike in his sporadic appearances on the competitive stage.

The seemingly amicable nature of the Woods-Nike partnership was evident in their parting statements. Nike commended Woods for challenging stereotypes and conventions, while Woods expressed gratitude towards Nike co-founder Phil Knight. The split between the two parties appears to be primarily driven by financial considerations on Woods’ side, rather than any souring of the relationship or a desire to focus on younger athletes.

The conclusion of the Woods-Nike collaboration marks the end of an extraordinary partnership that left an indelible mark on the world of sports, shaping golf and establishing Nike as a prominent brand in the industry.