Advertisers tee up McIlroy

RORY McILROY’S US Open hasn’t just captivated the sporting public, the business world looks set to fall head over heels for the Holywood star.

Global brands are desperate for young talent to promote their wares and the young Northern Ireland golfer ticks all the right boxes for companies with big plans, and bigger cheque books.

Onside Sponsorship is a leading Irish specialist in sponsorship consulting and research services. The company’s Managing Director John Trainor predicts exiting times — off the course — for McIlroy.

“The fact that he is so young, spells the opportunity to achieve unparalleled success in the world of sport.

“With the chance to play in maybe another 100 majors in his career, the chances of him surpassing Jack Nicklaus’s record 18 majors looks real. With this comes his potential for commercial success.”

Prior to his weekend victory, McIlroy had just four sponsors in modest deals totalling an estimated €7m.

Those sponsors include golf giant, Titleist, sunglasses maker Oakley and luxury watchmaker Audemars Piguet.

But the biggest winner has been the Dubai-based hotel chain Jumeirah whose name and logo are emblazoned on the 22-year-old’s hats and shirts. The company’s vice-president of brand strategy, Thatcher Brown explained: “We are delighted with the visibility that Rory’s achievement has given the Jumeirah brand. From looking at the media coverage — both print, television, radio and online — it has been prolific.”

Brown admitted it would be in Jumeirah’s “best interests” to take a “favourable position in terms of renewal” in 2013.

Experts expect car giants such as Audi, BMW and Mercedes-Benz to compete for a slice of the McIlroy pie while the likes of Samsung, LG and AT&T are also good fits.

If Rory continues a run of majors wins for the next five years, he may well be able to unlock a whole new level of potential for commercial opportunity that could see earnings of up to half a billion dollars while still in his twenties.”