Hero MotoCorp signs Tiger Woods as global brand ambassador

Hero MotoCorp has signed a golf legend, Tiger Woods as its global brand ambassador. The four-year deal amounts to Rs 250 crore, making Hero MotoCorp the first ever Indian company to sign such an expensive endorsement.

This is not the first time the Gurgaon-based manufacturer has showed interest towards Golf. Two months ago, it signed a deal that made the company the official title sponsor of the World Challenge Golf 2014. Hero MotoCorp hasn’t disclosed the terms and conditions on this new deal with Tiger Woods, but he is expected to be seen in various TV and digital commercials.

"Tiger Woods is one of the biggest global icons and not just a sports celebrity. His appeal cuts across geographies, nationalities, age and gender and therefore, he is the best brand fit to be our global corporate partner' as we go global," said Pawan Munjal, managing director and CEO, Hero MotoCorp.

"We have lined up exciting campaigns to build on the core values of Hero in our global markets and Tiger is going to play an integral role in these initiatives. Our campaign with him will be on multiple platforms - print, electronic, digital, social and outdoor," he added.

This 'incredibly expensive' endorsement deal is a part of Hero MotoCorp’s global strategy where it plans to enter 50 markets by 2020. However, this deal won’t find many takers in India becauseIt a large number of the Splendor and Passion buyers might have heard little about Tiger Woods. So this could be a move to improve international sales and brand establishment and do less with the Indian market.  We are sure Pawan Munjal’s personal interest in Golf made this deal work out, but we would have loved to see someone like David Beckham, maybe because he has younger fan base and his sport is also easily "accessible" to everyone.