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New endorsement deal for Tiger Woods

December 3, 2014

Tiger Woods added another corporate deal, even though the logo won't show up anywhere on his clothing or golf bag.

It's also a familiar name to Woods - India-based Hero MotoCorp.

Hero announced in September that it has become title sponsor of the World Challenge that Woods hosts each December. The deal was announced at Isleworth, where Woods first met Hero managing director Pawan Munjal during the Tavistock Cup.

Woods played an exhibition with Munjal in New Delhi in February, and the relation has taken off.

''That only reinforced my conviction, but I always knew he was the best fit,'' Munjal said.

Munjal said worldwide recognition of Woods was among his greatest assets for a company that plans to enter 50 markets in the next couple of years and increase production of motorcycles and scooters to 12 million a year.

''He cuts across the globe - non-golfers, golfers, everyone,'' Munjal said. ''I'm not looking at the athlete. I think he's probably one of the most famous celebrities. ... He is going to add a huge amount of value to the brand Hero, which clearly is going global in its intent and with its product and the brand.''

Woods earlier this year announced a deal with Denver-based MusclePharm, which now is on his golf bag.

Terms of the four-year deal were not disclosed.

Munjal said Woods will be used in television commercials and other advertising in various markets, though still to be determined is whether Woods actually rides one of the Hero motorcycles in a commercial. He still hasn't ridden one.

''I'm not sure if he necessarily has to be on a motorbike,'' Munjal said, adding that Woods sat on a motorcycle Tuesday for a still photo to be used in advertising.

The endorsement expanded Hero's presence in the sports market. Hero already is heavily invested in field hockey and soccer as the sponsor of teams and athletes. It's the golf side that is starting to take off.

Hero is believed to be the only company that sponsors golf tournaments on four tours - the PGA Tour, European Tour, Asian Tour and Ladies European Tour. The LET tournament is being held this week. The PGA Tour sanctions the Hero World Challenge, though it is unofficial.




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