TaylorMade seals Rory McIlroy partnership as Adidas seeks a buyer for the brand
Rory Mcllroy has agreed a $100m (£70m) sponsorship deal with TaylorMade to use the brand's clubs, ball and golf bag for the next decade, two months after Adidas announced it was seeking a buyer for the company.
Rory Mcllroy has signed a 10-year deal with the golf brand
Under the terms of the partnership Mcllroy will lend his image to TaylorMade's future ad campaigns across both print and digital and will receive around $10m (£7m) per year over the course of the 10-year agreement.
The deal with the Northern Irish star means the Adidas-owned golf brand has now tied up equipment deals with the top three golfers in the world with McIlroy joining world number one Jason Day and number three ranked golfer Dustin Johnson on its roster of stars.
Proud to join the @TaylorMadeGolf family. New Bag. New Clubs. New Ball. #ThePlayers https://t.co/rAWiqGKJXW pic.twitter.com/J2w7haZPZP
— Rory McIlroy (@McIlroyRory) May 9, 2017
The marketing appeal of the 28 year-old is reflected in the financial cost of the agreement which is reportedly TaylorMade's most expensive sponsorship deal to date.
“I tested different combinations, a lot of different stuff,” said McIlroy. “I came to the conclusion that this was the best way forward for me to try and improve, try and win more, try to get back to world number one and try to win more Majors. So I’m really excited.
“I tested quite a few balls and the one that I landed on was really it; the ball was what led me to this point because this is the best ball I’ve ever hit. Then it was just about trying to match everything up to that.”
In addition to holding sponsorship agreements with top three ranked players in the world, the brand also recently signed an equipment partnership with Tiger Woods who, despite his long absence from the top of the sport, remains a huge draw for audiences.
Mcllroy will not have any of TaylorMade's branding on his clothing in light of his $200m (£140m) sponsorship deal with Nike which prohibits him from having additional sponsors on his clothing. The same can be said of the brand's other deals with Day and Woods, both of whom also have apparel deals with Nike.
The stipulation will come as little concern to TaylorMade though, last year Nike announced its decision to exit the equipment side of the sport and instead focus on golf footwear and apparel.
Adidas announced in its 2016 annual report that growth in the TaylorMade business had declined and confirmed that it was seeking a buyer for the brand.