Tiger Woods Endorsement Deals Nike, TaylorMade & More 2026

Tiger Woods has been one of the most valuable endorsers in sports history, and his best-known deal was his 27-year partnership with Nike, which ended in January 2024. Estimates of that relationship’s total value range from more than $500 million (a Forbes figure cited in press coverage) to about $660 million (a number repeated by NBC News). Since then, his business has centered on a lifestyle brand called Sun Day Red, created with TaylorMade, along with a handful of other long-running sponsor relationships.

This article walks through his major Tiger Woods Endorsement Deals past and present, what is and isn’t publicly known about the money, and how sponsorship income fits into estimates of his net worth. Because most contract terms are private, almost every dollar figure here is a reported estimate, not a confirmed number.

Partner	Category	Status (based on public reports)
Nike	Apparel, shoes, equipment	1996 to early 2024 (ended)
TaylorMade	Golf clubs, plus Sun Day Red	Active as of the 2024 launch
Bridgestone	Golf balls	Reported partner at the time of the Nike split
Genesis (Hyundai)	Luxury automotive	Ambassador since 2019
Buick	Automotive	Long-running partnership, now historical
Others (Gatorade, Gillette, Accenture, AT&T)	Various	Reportedly ended around 2009–2010

Sponsor lists change often. For the latest status of any deal, check the brand’s own announcements.

Woods signed with Nike in 1996, the year he turned professional. At the time, Nike had little presence in golf, so the partnership was seen as a major bet. It paid off: the “TW” logo, the red Sunday polo and the Nike swoosh became part of golf’s visual identity for more than two decades.

On the money, estimates differ:

The gap between those numbers is a good illustration of why sponsorship estimates vary. Some include royalties on product sales, others count only guaranteed pay, and some measure total value across the relationship, including bonuses.

Woods and Nike announced the end of the partnership in January 2024. Woods said he planned to move into what he called the next phase of his career.

A few weeks after the Nike split, Woods introduced Sun Day Red, a lifestyle and apparel brand developed with TaylorMade Golf. The name comes from his habit of wearing red on the final day of tournaments. The logo is a stylized tiger with 15 stripes, one for each major championship he had won at the time.

Some points about how it works:

TaylorMade was already his club partner before Sun Day Red launched, and Bridgestone was reported as his golf ball partner at the time. Equipment arrangements can change, so check current coverage for which brands are in his bag.

This shift marks a broader change in how Woods earns from his name. Instead of only being paid to represent another company’s brand, he now has a brand of his own.

Woods’s relationship with automakers has been a long-running one.

Buick. Buick was a prominent partner for many years. In 2001, the company promoted its Bengal concept car with Woods in advertising. The partnership is one reason Buick vehicles show up in profiles of his garage.

Genesis. Woods became a brand ambassador for Genesis, Hyundai’s luxury brand, in 2019. The name is also attached to the tournament he hosts, the Genesis Invitational, with proceeds benefiting his TGR Foundation. The financial terms of the ambassador role haven’t been made public.

Woods’s sponsorship portfolio was broader in the 2000s. Public reporting at the time linked him to several major companies, including Gatorade, Gillette, Accenture and AT&T. Several of those relationships ended or were scaled back around 2009 and 2010, following a period of intense media attention about his personal life.

For this topic, the main takeaway is financial: that stretch showed how sponsor income can shift quickly when a public image changes. It also helps explain why his sponsorship earnings in later years looked different from his peak.

What isn’t known is the exact amount lost. Estimates circulated at the time, but they relied on assumptions about renewals and bonuses, so they should be treated cautiously.

It’s easy to mix up these terms, so here’s a quick breakdown.

This matters because endorsement income is only one input. Most outlets in 2026 estimate Woods’s net worth at roughly $1.3 billion to $1.5 billion. That is an outside estimate, since Woods doesn’t publish his finances. It reflects sponsorships and prize money, plus business interests such as course design through TGR Design, the TGL league and PopStroke.

An important caution: a large sponsorship figure doesn’t mean the same amount sits in his bank account. Taxes, agent fees, expenses, spending and investment results all affect what remains.

There’s no confirmed current number. Several things can be said based on public reporting:

Any article that gives an exact current annual sponsorship total is guessing. Annual lists from financial outlets are useful for comparison, but they use different methods and assumptions.

When you see two different numbers for the same deal, one of these factors is usually at work:

The best habit is to look for the original outlet and the date. If a figure has no named source, treat it as unverified.

Tiger Woods’s endorsement history runs from a landmark 27-year Nike partnership to a new phase built around Sun Day Red and TaylorMade, with Genesis and other partners along the way. The Nike deal is commonly estimated in the hundreds of millions of dollars, but the real terms were never disclosed. Because contract details and net worth are not publicly confirmed, the figures in this article are best treated as reported estimates.