Coca-Cola signs up Tiger Woods

Coca-Cola has secured one of its first high-profile sports sponsorships by signing a deal with US golf star Tiger Woods.

The soft drinks giant will sponsor the Tiger Woods Foundation, which was set up in December 1996 to help under-privileged children in the US but now plans to expand into global markets.

Coke will become the official beverage of the foundation, and will sponsor two key events this year – a series of junior golf clinics and a charity pop concert, called “Tiger Jam”. It will also launch marketing campaigns to support fundraising initiatives.

The foundation is backed by American Express, Rolex and the sportswear giant Nike, which last year renewed its sponsorship of the golfer in a $90m (£56m) deal.

Coke has historically fought shy of sponsoring sports personalities – a strategy which rival PepsiCo has fully embraced.

Pepsi recently signed some of the world’s top football stars – including Manchester United’s David Beckham and Dwight Yorke, and Real Madrid’s Roberto Carlos – for its latest soccer advertising (MW March 2).

It is not known whether Coke plans to sign up other high-profile sports stars, although a spokesman says the deal is “a community relations initiative” rather than a golf marketing programme.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here