Nike signed Tiger Woods to a major endorsement deal when he turned professional in 1996. The agreement helped launch Woods as a global sports celebrity as well as a dominant golfer.
Woods announced his move to the professional ranks in August 1996 at age 20. He immediately signed major advertising agreements with Nike and Titleist. The Nike deal was reported at about $40 million, while the Titleist agreement was worth about $20 million, making the combined contracts unprecedented in golf at the time.
Nike was especially significant because golf was not yet one of the company’s strongest categories. Woods became the centerpiece of Nike Golf, appearing in advertisements and wearing the brand’s clothing and equipment during tournaments. His popularity helped Nike build a major golf business and made its swoosh closely associated with modern professional golf.
The original deal was later expanded dramatically. In 2000, Woods reportedly signed a five-year Nike extension worth $105 million. Nike remained a major part of his public image for decades, although the company ended its golf-equipment business and later concluded its broader sponsorship relationship with Woods in 2024.