Pros advice

Tiger’s new sponsor is a curious choice

Tiger Woods Injury

Tiger Woods is stepping back onto the golf course after another long injury hiatus, but many fans of the game seem more interested in his newest sponsorship deal.

Monster Energy is deeply rooted in the sports sponsorship world, getting its name plastered across mixed martial arts, skiing, motocross, surfing, skateboarding, bull riding and a host of other motor sports. It has become well known as a sponsor which rewards adrenaline junkies, so its leap into golf—though not a great surprise with how much money is involved—still seems an odd match. Especially when its sponsoring a player like Tiger Woods.

Monster has scratched its iconic logo onto Tiger’s bag, and the golfing world is bemused to say the least. The issue, of course, is not whether this is a good brand to be put on golf equipment, but rather why align with a player who is nearly 41-years-old, injury-prone and most definitely lacking in energy?

Monster becomes the seventh brand to have its logo on the bag of one of the world’s most visible athletes, following MusclePharm, Titleist, Fuse Science, Buick, AT&T and Nike.

Woods isn’t the first golfer to sign with an energy drink as a sponsor, though at almost 41 years old he doesn’t exactly land squarely in the company’s target demographic of teens.

Woods, however, seems happy with the deal, even joking with the press: “I know that I’m not going to be doing any half pipes or anything. I have energy, but just not like that.”

Rickie Fowler, partnering with market share-leader Red Bull, certainly seems a more logical fit. He’s only 27, and hugely popular with the younger generation of golf fans. Plus, Fowler has a background in motocross, despite ditching the dirt bike for a golf bag at the age of 14.

Jim Furyk regards 5-Hour Energy among his sponsors, though the product isn’t really an energy drink in the same way as the others already mentioned.

Time will tell if Monster Energy can energise the sleeping giant that is Tiger Woods.

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