When the NFL announced its flag football league this week with Tiger Woods’ TMRW Sports — but left Woods name out of its press release and a piece on NFL.com — sports marketers saw the move as a distancing from the golf icon after his latest DUI arrest in Florida.
(Granted TMRW co-founder Rory McIlroy was also left out of the announcement, too.)
Woods’ star as a celebrity endorser was already on the decline, sports marketing pros tell us, when he got his most recent DUI. But he still has longstanding relationships with a number of brands.
Sources tell us that Woods has deals in place with golf brand Taylor Made, Bridgestone (the golf balls, not the tires which would be ironic), Full Swing golf simulators, Monster Energy, Japanese pharma company Kowa, Upper Deck trading cards, HR Services firm Insperity and Sun Day Red apparel. He also hosts tournaments including the Genesis Invitational, Hero World Challenge and Tiger Woods Invitational.
Says one celebrity brand expert: “He was already on the decline from a marketing standpoint. It’s tough to say if you’re aligned with Tiger, you knew what you’re getting into.” The marketing pro said of his Florida incident, “It’s a sh–ty thing to happen, [but] is anyone surprised?”
“He’s at the point where he’s lost marketing confidence from his major partners a while back,” said the source, citing his breakup with Nike. (Woods announced in 2024 that he and the famed brand were parting ways after 27-years.)
Said our insider, “The interesting thing now is how TMRW [Tiger’s tech and sports arm with McElroy that created the TGL golf league] is looked at… They left his name out of the announcement with the NFL. So there is already a bit of distancing.”
“This is bad,” said another sports insider telling us they saw a meme calling Woods, “the best and worst driver ever.” “People do a lot worse and don’t lose their endorsements. He’s still a legend in the game. But he’s always been a mess. He’s got a problem and people are sympathetic to that, and he’s a very liked person. It’s not like people are like ‘Aw, f–k that guy! Hopefully, he’ll be back — but I think his golf days are done. That might be a stretch.”
Fans attending the Masters next week expected to see Woods, who’d been playing well, and “people were excited,” says a sports insider. “There’s not a lot of personality in the game of golf, so Tiger has aways been that catalyst — even when he doesn’t play. It’s so good for the game. Everyone was really excited for the Masters bescause they thought he was coming.”
The insider told us that the people around him “knew he needed help,” and “maybe this will be a wakeup call.”
President Trump has backed Woods, telling the Post, “He tested negative for alcohol, as you know, and he is under a tremendous physical pressure from his various ailments, you know, the back and the leg.” Trump also said: “He lives a life of pain. He has a lot of pain. He’s an amazing guy. He’s an amazing athlete. He does have pain… He doesn’t have an alcohol problem, but he does have pain.”
The sports legend has been dating Vanessa Trump since March 2025.
He’s announced his plans to step away from golf and seek treatment after his arrest in Jupiter, Fla., on Mar. 27, and entered a plea of not guilty. We’ve reached out to Woods’ agent.
