The way the article tied into marketing for me was how by creating his own tour, Tiger would essentially create a competing market channel that would appeal to a much wider audience. Currently, the PGA Tour is predominantly suited for an American audience. All events are held in the United States and 39 of the top 100 players represent the US - more than any other country - thus making it the most competitive country to play golf. However, that leaves 61 players remaining in the top 100 world rankings that are from other countries. This proves there is a tremendous audience for golf outside the US.
If Tiger was able to start his own world tour, he could set up tournaments that would be played on some of the finest golf courses throughout the world and offer purses that would be multiples of what is offered on the PGA tour. One of the interesting stats was the Tiger effect of professional golfer salaries over the past 10 years since Tiger won the Masters. In 1997, nine people earned more than $1 million in pay compared to 99 players in 2007 - in my estimation that exceeds inflation.
By creating his own tour, Tiger would be able to expand the reaches of his brand beyond the US. His audience would be significantly broader and the sponsors would love him for the idea. They would see the opportunity as a chance to reach distribution channels that may be difficult to enter otherwise. Buick, as one of Tiger's sponsors, in my estimation doesn't have any presence beyond the US. Assuming that this is true, because it is the name on Tiger's bag, it would be seen across the entire world, and may allow the company to begin to enter markets it never would consider due to its lack of presence in the region. The TW Tour would be a great opportunity for Tiger's sponsors and could also open up many doors for Tiger's plans beyond golf, whatever those plans may be.
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