Skip to main content

"It's crazy." That's the opening text in a new Tiger Woods ad by Nike (NKE) - Get Free Report posted Sunday during the 2019 Masters golf tournament at Augusta National. 

And it's fitting, as Woods, who had fallen from grace in a series of personal scandals during the early 2000s, shot back on Sunday to become the 2019 Masters champ, the first such win in 14 years.

It was also a major victory for Nike, which has been a sponsor of Woods' since he turned pro in 1996, sticking with him despite those scandals. Nike earned an estimated $22 million in added exposure on Sunday because of all the coverage of Woods' dramatic win, according to Bloomberg

The ad that Nike ran on Sunday showed Wood as a little boy saying "I'm going to beat Jack Nicklaus," said Woods, referring to the retired golfing champion who holds the record for major golf championships.

"To think a 43-year-old who has experienced every high and every low, and has just won his 15th major is chasing the same dream as a 3-year-old," says the ad.

But the endorsement followed the previous dramatic drop of several sponsors -- such as PepsiCo's (PEP) - Get Free Report Gatorade and General Motors (GM) - Get Free Report following news of Woods' affairs nearly a decade ago. 

Among his newer sponsors that benefited from Woods' big win on Sunday were Monster Energy (MNST) - Get Free Report , gold equipment maker TaylorMade and golf ball maker Bridgestone undefined .

Nike shares were up 0.5% to $86.65 in pre-market trading on Monday and are up 16% so far this year; the S&P 500 is also up roughly 16% in that time period.