Monday 29 December 2014

World's 'most marketable' golfer Rory McIlroy set to rake in €40m annually in commercial deals

Published 11/08/2014 | 17:18

Rory McIlroy, of Northern Ireland, holds up the Wanamaker Trophy after winning the PGA Championship golf tournament at Valhalla Golf Club on Sunday, Aug. 10, 2014, in Louisville, Ky. (AP Photo/John Locher)
Rory McIlroy, of Northern Ireland, holds up the Wanamaker Trophy after winning the PGA Championship golf tournament at Valhalla Golf Club
Rory McIlroy, of Northern Ireland, celebrates with his father Gerry, after winning the PGA Championship golf tournament at Valhalla Golf Club
Rory McIlroy believes he is playing the best golf of his life (AP)
Rory McIlroy celebrates with his caddie J.P. Fitzgerald aftet his win. Photo: Getty Images
Rory McIlroy poses with the Wanamaker trophy after his one-stroke victory during the final round of the 96th PGA Championship at Valhalla Photo: Getty Images
Rory McIlroy poses with the Wanamaker trophy after his one-stroke victory during the final round of the 96th PGA Championship at Valhalla Photo: Getty Images
Rory McIlroy celebrates his one-stroke victory with his father Gerry. Photo: Getty Images
Rory McIlroy celebrates his one-stroke victory on the 18th green during the final round of the 96th PGA Championship at Valhalla Golf Club. Photo: Getty Images
Rory McIlroy celebrates his birdie putt on the 17th hole during the final round of the 2014 PGA Championship at Valhalla Golf Club in Louisville, Kentucky. Reuters
Rory McIlroy fought back after dropping two shots early on (AP)
Rory McIlroy catches the Wanamaker Trophy as it slips out of the hands of PGA president Ted Bishop when presented after winning the 2014 PGA Championship golf tournament at Valhalla Golf Club
Rory McIlroy, of Northern Ireland, holds part of the Wanamaker Trophy after being presented the trophy from PGA of America president Ted Bishop after winning the PGA Championship golf tournament at Valhalla Golf Club
Rory McIlroy hugs his father Gerry McIlroy after winning the 2014 PGA Championship golf tournament at Valhalla Golf Club.
Rory McIlroy reacts after winning the 2014 PGA Championship golf tournament at Valhalla Golf Club.
Rory McIlroy hugs his caddie JP Fitzgerald after winning the 2014 PGA Championship golf tournament at Valhalla Golf Club.
Rory McIlroy accepts the Wanamaker Trophy after winning the 2014 PGA Championship golf tournament at Valhalla Golf Club
Rory McIlroy, of Northern Ireland, speaks to the media during a news conference after winning the PGA Championship golf tournament at Valhalla Golf Club

Four-time Major champion Rory McIlroy is set to land improved commercial deals that could see the Irish golfer earn in excess of €40m per annum.

In the early hours of this morning in Kentucky, McIlroy won his fourth Major with a one-shot victory at Valhalla and his commercial value is set to soar as his career goes from strength to strength.

The 25 year-old now joins the likes of Roger Federer, Rafa Nadal, Usain Bolt, Lionel Messi, Lebron James and  Ronaldo as elite sportspeople who can command the biggest sponsorship deals available in sport.

"Rory McIlroy’s commercial deals are currently estimated to be worth €20 - €25 per annum, with Nike accounting for almost half of this, but with his elevation to the top of the tree of global superstars, it should rapidly increase over time," says Mick O'Keeffe, Managing Director of Pembroke Communications.

"Sponsors will trip over themselves to be associated with him and win bonuses kick in. He could earn in excess of €40m alone in commercial partnerships per annum in the coming years."

While O'Keeffe concedes that McIlroy is now the "most marketable Irish sportsperson of all-time", last year he fell well behind the likes of Katie Taylor or Brian O‘Driscoll in the popularity stakes at home. While recent success has changed this dramatically, it is his popularity in the US which will prove to be extremely lucrative for the Holywood native.

"McIlroy’s popularity in the United States is the key as this is where the big decisions are still made from a sports marketing perspective."

"His future earnings and potential marketability now surpasses the likes of Phil Mickelson and Tiger Woods and he is really the number one sports marketing asset in golf in the world and there is a huge amount of money in golf as it is a global game.

"His decision to play for Ireland in the next Olympics was astute as it enhances his marketability."

McIlroy collected $1.8m (€1.3m) in winnings for his tournament victory at Valhalla.

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