Tiger Woods, former world champion in the world of golf, has received his first significant endorsement deal in two years with Rolex.
The watch brand released a statement about their choice to work with the golfer, who has had his share of controversy after extra marital affairs brought his personal life into the public eye in 2009.
ESPN reported that the company said they would pay tribute “to the exceptional stature of Tiger Woods and the leading role he plays in forging sport’s global appeal.”
Despite his shaky return to golf after an injury, the watch brand maintained its faith in the golfer’s abilities.
"Rolex is convinced that Tiger Woods still has a long career ahead of him, and that he has all the qualities required to continue to mark the history of golf," the statement from Rolex said.
The announcement was made as Woods prepared to enter the Frys.com PGA Tour on Thursday. Woods’ agent from excel sports management, Mark Steinberg, said more endorsements were in the works for the golfer.
“This makes a big statement," Steinberg said, according to CBS.com. "I think this shows me where people are with Tiger Woods."
In 2009, Woods was dropped from another major watch company’s endorsement, Tag Heuer. Jean-Christophe Babin, CEO of Tag Heuer, told Swiss daily Le Matin that Woods’ scandals detered them from working with him.
"We recognize Tiger Woods as a great sportsman but we have to take account of the sensitivity of some consumers in relation to recent events," Babin said.
However, two years later with another major watch label endorsement, some are starting to believe in the brand of Tiger Woods again. A source close to Golf Magazine told the publication that the golfer looked like he may be rebounding from a tough few years.
"When changing your swing there are steps," a tour insider said, according to Golf.com. "Tiger's at that last stage, where he's got to take it to the course and trust it. I watch him hit balls and it's so crisp, it's beautiful to me. It's going to happen."