As a triumphant Rory McIlroy left this year’s US Open, he did so carrying the inevitable label of the game’s next superstar. His flawless golf, which made him the youngest champion since the great Bobby Jones, sparked premature talk of him overtaking Jack Nicklaus’ 18 Major trophies.

With previous US Open Champion Graeme McDowell labelling him as ‘the best player he’s ever seen’, it was unsurprising that the sporting community began to draw comparisons between McIlroy and the best player of his generation, Tiger Woods.

Tiger, who current stands at 14 major trophies, was well underway to becoming the greatest golfer of all time. These wins brought with them a whole host of sponsors, all throwing millions of dollars at him, clambering to be a part of his success story.

And it seems McIlroy is set to follow suit.

His current $10million per year contracts with his sponsors (Jumeirah, Oakley and Titleist) pale in comparison to that of Woods who, during his peak, reportedly earned $92million per year from sponsors alone and in doing so, became sport’s first billionaire in 2009.

But following his US Open success, companies have supposedly been queuing up to offer Rory huge new endorsement deals, vying for a space on his shirt and cap.

So, is it pure coincidence that Rory’s rise to stardom has coincided with Tiger’s fall from grace? Could it be possible that all the hype been created to satisfy the golfing world’s need for a new megastar?

Let’s examine the facts.

McIlroy didn’t just win the U.S Open with 8 shots to spare; he smashed 12 records along the way.

And when two of the game’s greats, Jack Nicklaus and Gary Player, claim that he is already ‘well ahead of their pace’ and he could ‘conceivably be the next Grand Slam winner’, it would seem that he is in fact the real deal.

But take away all the talk of records and major victories, McIlroy remains a marketer’s dream.  His youthful exuberance, infectious smile and fearless brand of golf is a shot in the arm for a sport that had been jaded by the scandals of late 2009.

What sets McIlroy apart from other players is the way he interacts and engages with his fans and media alike. How many European players would get a standing ovation after a 4th round meltdown in a major competition or have their name chanted by usually partisan US crowds?

He is as gracious in defeat as he is in victory, handles the media with the maturity of someone well beyond his years and, as I witnessed first hand at this year’s BMW Championship, will happily take the time to sign autographs and pose with fans.

With his first major under his belt, McIlroy’s already huge universal appeal to sponsors and fans alike is only going to increase. Even his usually understated manager Andrew ‘Chubby’ Chandler predicted that his endorsements could reach the levels that so far only Woods has achieved – and we’re only on the first tee…

By James Tan on July 15th, 2011

Tags: BMW, Celebrity, Golf, Sponsorship, Sport, Tiger Woods

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