The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Monster Energy Drinks

Tiger Woods reportedly signs new sponsorship deal with Monster Energy


By Tony Connelly | Sports Marketing Reporter

November 28, 2016 | 3 min read

As Tiger Woods prepares to make his return to competitive golf after a 15-month hiatus, reports have emerged that Monster Energy has agreed to a new sponsorship deal with the golfing great.

Tiger Woods

Tiger Woods will return to action after a 15 month absence from competition

The 40 year-old is preparing to return to action at the Hero World Challenge, his foundation's 18-player tournament taking place in the Bahamas this week.

Nike’s announcement in August that it was pulling out of the golf equipment business has left Woods without a bag as he prepares to return to competition following multiple back surgeries.

His agent, Mark Steinberg, confirmed that the 14-time major champion would debut a new sponsor at the upcoming tournament but refused to reveal who it would be.

According to reports from ESPN, Monster Energy’s has stepped in to partner with the 11-time PGA Tour Player of the Year and will see its logo featured on his bag during competition. The energy drink brand is remaining tight lipped about the reports and so confirmation is unlikely to come until the tournament starts.

The Monster Energy logo would be the seventh brand to make Woods’ bag during his professional career. He previously had Titleist, Buick, AT&T, Nike, Fuse Science and MusclePharm.

Muscle Pharm

Coca-Cola owns 16.7 percent of Monster and the new partnership means he has held sponsorship deals with both Coca-Cola and PepsiCo brands following his previous deal with Gatorade.

Nike’s exodus from golf also leaves Wood’s with an equipment partner, although he has reportedly being practicing with the same Nike irons and wedges he used at that Wyndham Championship in 2015. He also also been seen testing some TaylorMade clubs too.

Nike remain on his roster of sponsors alongside Hero, Kowa, Upper Deck and Rolex.

Woods position at the panicle of a sport and his brand appeal as a result serves as one of the best example of how sports sponsorship has evolved over the years.

Marketing Monster Energy Drinks

More from Marketing

View all


Industry insights

View all
Add your own content +