Nike Partners with LIV Golf Team Smash GC, Cutting Ties with Tiger Woods After 27-Year Association
In a major shakeup in the golf world, Sports goods giant Nike has announced a partnership with the LIV Golf team Smash GC and their captain, Brooks Koepka, for the upcoming season. This move comes just days after the company parted ways with Tiger Woods, ending a 27-year association with the 15-time major winner that dates back to 1996.
The decision to part ways with Woods has stunned the golf world, as the partnership between Nike and Woods was one of the most enduring and iconic in the sport’s history. Woods himself acknowledged the end of the partnership, stating, “People will ask if there is another chapter. Yes, there will certainly be another chapter. See you in LA!”
While Nike expressed that it had been an honor to partner with “one of the greatest athletes the world has ever seen,” the company wasted no time in announcing its new partnership with Smash GC. The announcement was made on social media, with the Smash GC handle posting a picture of Nike shoes with the Smash name and tagging Nike in the post, effectively making it a public announcement of the partnership.
Speculation linking Nike and Koepka first emerged in May last year, shortly after the golfer became the first from the LIV Golf stable to win a major, the 2023 PGA Championship. This commercial breakthrough for the LIV Golf team and Koepka sets the stage for more partnerships as the parallel league starts its second full season in Mexico.
The decision by Nike to cut ties with Woods and link up with Koepka is significant, as it signals a potential shift in the company’s golf partnerships. While Nike still has top pro golfers such as world number 1 Scottie Scheffler, number 2 Rory McIlroy, Nelly Korda, Tommy Fleetwood of England, and Tony Finau on its roster, there has been talk of the company stepping away from golf. However, Nike has reassured that it is “not getting out of the sport.”
The partnership with Koepka marks a major milestone for LIV Golf, as it opens the door to more opportunities for the team. With world number 3 Jon Rahm joining the Saudi Arabia-backed venture, the golf landscape is set to undergo significant changes.
As the golf world awaits the start of the parallel league’s second full season in Mexico, the ongoing merger negotiations between LIV Golf backer PIF and the PGA Tour continue to create uncertainty. The delayed negotiations, alongside the upcoming departures of DP World (European) tour chief executive Keith Pelley and Royal & Ancient head Martin Slumbers, are expected to bring about significant changes in the golf landscape.
In conclusion, Nike’s move to partner with Koepka and cut ties with Woods represents a significant shift in the golf industry. With the potential for more partnerships and the ongoing negotiations between LIV Golf and the PGA Tour, the future of golf is poised for a major transformation.
