Market Overview

A Historic Tiger Woods Win Leading Into The Ryder Cup Is A Golf Fan's Dream — But Will It Help Sales?

Share:
A Historic Tiger Woods Win Leading Into The Ryder Cup Is A Golf Fan's Dream — But Will It Help Sales?
Related NKE
Rhone Looks To Pioneer An Underserved Premium Mens Activewear Category
Analyst: Full Price Selling Is Significantly Improving At Foot Locker
The 'Other' A+ Companies: Part 3 And Recommendations (Seeking Alpha)

Tiger Woods' historic comeback win at the Tour Championship leading into this week's Ryder Cup has given new life to golf and has been a dream for networks — but will it help golf sales?

Woods removed "the weight off his shoulders" by winning a tournament, media analyst Brad Adgate told Benzinga.

"The networks are ecstatic about the opportunity next year and they can certainly promote and market that accordingly."

Comcast Corporation (NASDAQ: CMCSA)-owned NBC and CBS Corporation (NYSE: CBS) have the Masters next year and Twenty-First Century Fox Inc (NASDAQ: FOXA) has the US Open, Adgate said. "They have to be salivating. It hasn't been like this in five years and [Tiger] can do it again."

The Tiger Effect

With ratings at Sunday’s Tour finale up 206 percent, Adgate said a Tiger effect is still in play — but the Ryder Cup is never going to be the Masters or the US Open.

“That said, he can certainly raise the profile of the event, Woods can spike the ratings to some degree, but it's not one of the high-profile events. At best it will help casual viewers tune in."

Golf fans have to be enthused about the prospect of watching Woods compete immediately after an unforgettable victory and against the young guns on tour for the upcoming year. Woods is now the Vegas odds favorite to win the 2019 Masters at 9-1.

Powell: Woods Unlikely To Impact Nike Sales

Nike Inc (NYSE: NKE) followed up Woods' win Sunday with an Instagram ad. One panel read "he's done," and the second read "it again."

Nike could leverage Woods to appeal to a younger generation, but his resurgence is unlikely to impact sales, said NPD Group's Matt Powell.

“Nike is facing serious headwinds in terms of the game itself,” Powell told Footwear News. Woods could devote his efforts to grassroots youth golf and bringing young players into the sport, he said.

“Clearly, a lot of people watched him on TV [and] there was a huge crowd to witness the victory, so it gives [Nike] credibility, but it’s not with their core consumer,” Powell said. “The values of golf don’t line up with those generations.”

The Ryder Cup starts Friday at Le Golf National in Paris, France.

Related Links:

Study: Nike Is The Top Apparel Brand Among Gen Z, Millennials

Nike's Colin Kaepernick Ad 'Had The Intended Effect'

Photo by Keith Allison/Wikimedia.

Posted-In: Brad Adgate Matt PowellAnalyst Color Sports Top Stories Exclusives Media General Best of Benzinga

 

Related Articles (CMCSA + CBS)

View Comments and Join the Discussion!

Latest Ratings

StockFirmActionPT
XECImperial CapitalDowngrades35.0
SSTIImperial CapitalUpgrades49.0
AVDLoop CapitalUpgrades29.0
FCREYDeutsche BankUpgrades0.0
OECUBSUpgrades34.0
View the Latest Analytics Ratings
Don't Miss Out!
Join Our Newsletter
Subscribe to:
Market in 5 Minutes
Everything you need to know about the market - quick & easy.
Daily Analyst Rating
A summary of each day’s top rating changes from sell-side analysts on the street.
Fintech Focus
Your weekly roundup of hot topics in the exciting world of fintech.
Thank You
for registering for Benzinga’s newsletters and alerts.
• The Daily Analysts Ratings email will be received daily between 7am and 10am.
• The Market in 5 Minutes email will be received daily between 7am and 8am.
• The Fintech Focus email will be received every Friday between 2pm and 5pm.

Intel Adding $1B To CapEx To Boost Production

How To Play China's Blockchain Boom