Not that I expect to be in the market for a Rolex anytime soon – too rich for my blood, and besides, who since the invention of the smartphone wears a watch? – but Rolex’s deal with Tiger Woods that was announced today makes me even less inclined to showcase that brand favored by conspicuous consumers.
Yes, Woods finally landed a significant endorsement deal for the first time since his fall from grace, which will be two years ago this Thanksgiving. His manager, Mark “Dr. No” Steinberg, said an endorsement deal to include the real estate on Woods’ golf bag is imminent, as well.
Woods tees off at 10 minutes after noon (local time) tomorrow in San Martin, Calif., at the Frys.com Open, his first competitive round since the PGA Championship in August, when he shot 77-73 and missed the cut. He’s paired with 2010 British Open champion Louis Oosthuizen and the world’s No. 1 amateur, UCLA standout Patrick Cantlay.
Woods apologists insist this is the beginning of an earnest comeback effort by Tiger, who was a controversial captain’s pick by Fred Couples for the Presidents Cup and is scheduled to begin his stay Down Under with a paid appearance at the Australian Open. Woods just fell to 51st in the Official World Golf Ranking.
Meanwhile, Tiger has proclaimed himself fully healed from a series of nagging injuries. A few days ago, he shot a course record 62 at his new home club, The Medalist, in Jupiter, Fla. He’ll tee off at the Frys with a new man on the bag, veteran caddie Joe Lacava, who was the longtime looper for Couples and more recently spent a few months working for Dustin Johnson. Woods continues to work with swing coach Sean Foley, an alliance that has drawn considerable criticism from the media and even Tour players.
How Woods fares at CordeValle Golf Club is anyone’s guess. His arrogance remains intact, but the state of his game and the stability of his left knee remain suspect. The only sure winner this week is Frys, the electronics retailer and tournament title sponsor. Advance ticket sales went through the roof after Woods’ entry was announced, and I’ll venture a guess that media coverage will be 10 times that of a typical Frys.com Open.
The Frys may be a third-tier PGA Tour event, but even if Woods plays well, the field he faces will be no pushover. It includes 11 other major winners and 35 so-called “young guns” (players under 30), including my personal favorite, Spencer Levin, who has notched five top-10s this season and will be competing on his home turf.
Gone, and never to return, is the Tiger mystique. Moving forward, Woods must prove himself by consistently putting up numbers. Considering the depth of the PGA Tour these days, they’d better be low.
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