Nike To LIV Golf? Recent Changes Amid Tiger Woods Upset Indicates A Dramatic Shift

Nike seemed to be all but ready to exit golf just a few weeks ago. Tiger Woods, their biggest draw, parted ways with the sports giant after 27 years. Moreover, Woods’s exit marked the second high-profile departure in recent times. If that were not enough, Rory McIlroy, too, dropped a huge hint that he might also change his clothing partner.

An exodus? Seemed so. Until Smash GC posted a picture of a new Nike Kicks on their official X (formerly Twitter) handle. The shoes with ‘Smash’ written on them raised speculations of a new collaboration between the LIV Golf team and the apparel giant. The hype rose multifold because Smash GC tagged both their captain and Nike. 

Is Nike ‘smashing’ to LIV Golf?

This might have been another of Brooks Koepka’s wacky trollings of the netizens. Something he is quite notorious for (remember US Ryder Cuppers posing in Smash GC jerseys?). But the fact that there were rumors of Nike making big-money investments in the team not too long ago adds another layer to this narrative.

Moreover, in recent times, LIV Golf has been getting ‘shoutouts’ from various PGA Tour players. In fact, the global nature of the breakaway league has appealed to the likes of Rory McIlroy. Keith Pelley, the departing DP World Tour CEO, has also joined the bandwagon, admitting that the upstart league has got the global business right.

Notably, the European Tour imposed fines to the tune of millions on veteran golfers such as Sergio Garcia, Lee Westwood, and Ian Poulter, effectively demolishing their chances of playing at the 2023 Ryder Cup earlier. So, it might be that Nike is reading the tea leaves and wants to stay ahead of the curve before the $3 billion merger finally reaches a breakthrough in the coming months.

But what’s in it for Nike?

LIV Golf has historically faced trouble securing sponsorship. It is also a fact, as Jack Nicklaus’s comments clearly evinced, that LIV Golf has been a “powerful addition.” In fact, Patrick Cantlay, too, admitted that the upstart league has been a disruptor, something the golf world didn’t have to face in its long history. Does Nike, looking at the post-merger future, want to join the party early?

Worth noting is that Nike has never shied away from taking risks. When Phil Knight signed Woods, he was still a kid at 20. Sure, Woods had three U.S. amateur titles under his belt, but it was still a gamble that paid extravagantly for the brand. So, it won’t be surprising if Nike is hedging their bet on another risky move.

Also of significance are Phil Mickelson’s recent comments about LIV Golf’s revenue model. The Lefty, in the Pat McAfee Show, said that the host nations are now paying the breakaway league to visit their countries. If those comments are true, the guaranteed appearance of top stars will inevitably pull more crowds once the dust settles on the framework agreement.

Does that mean that Nike is here to stay?

The Smash GC kicks coming at a time when Nike seems to be retracing their footsteps from golf is rather curious. The apparel brand, as has been widely reported, is going through a business overhaul. A $2 billion cost-cutting measure coupled with Jason Day and Tiger Woods exiting fanned the flames of Nike-leaving-Golf rumors.

However, the $167B brand seems to have quashed those. The Sports Business Journal reported that the megabrand is not shuttering its apparel business just yet. In fact, in the wake of unsettling reports, the apparel giant has assured its existing lineup of star players that they are not pulling out of golf.

Scottie Scheffler, Tommy Fleetwood, and Brooks Koepka are still big names associated with the brand. On the other side, LPGA icon Nelly Korda signed a multi-year deal with Nike less than a year ago. Interestingly, insider sources reveal that Nike didn’t match the price that Woods asked for. Outrageous as it may sound, it is likely that Nike didn’t see enough value in guzzling millions in the 48-year-old who, self-admittedly, is reaching the twilight of his career.

Rather, the guaranteed appearance in LIV Golf seemed like a more lucrative opportunity for the brand. Yes, the fledgling league has suffered because of its lack of broadcasting options. But that looks increasingly likely to change as Jay Monahan, the PGA Tour Commissioner, and Yasir Al-Rumayyan, PIF chairman, are both eager to reach a breakthrough.

How can LIV Golf benefit from this?

For the rebel league that has been marred in controversy since its genesis, getting Nike associated with its team will surely be a turning point. It should be noted that Smash GC has an apparel partnership with Bald Head Blues. But as per the initial agreement, it was only for the remainder of the 2023 season. There have not been any reports of an extension as of now, potentially leaving the apparel sponsorship door open for Nike as well.

Furthermore, Nike’s potential partnership will also signal that the team aspect of LIV Golf is slowly making inroads into the traditional fan base. More importantly, this might even open the floodgates for other major brands coming into the breakaway league. For Brooks Koepka, this might just offer him the chance to become the face of Nike, as Rory McIlroy is also rumored to be leaving the Oregon HQ brand for Greyson Clothiers.

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On the other hand, this will also mean Nike stepping into uncharted territory. How this will pan out remains to be seen. But a merger between the two sides—LIV Golf and PGA Tour—will offer the brand a larger market to operate in and a larger fanbase to target. If Koepka’s red-hot form at the Majors continues this year, expect Nike’s stocks to skyrocket, and their golf business might not be ending anytime soon.

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