What happened? McIlroy? Tiger Woods ? Golf next marketing superstar?

LOS ANGELES. Don’t be surprised if McIlroy shows up at his next tournament with different companies emblazoned on his cap and shirt, said Matt Heinz, president of Seattle-based Heinz Marketing. While the Jumeirah logo spread across McIlroy’s cap helps the luxury hotel chain, it may be a better move for the young golfer to pick a more renowned brand, Heinz said.
The astounding, eight-shot victory by MclIroy, 22, at Congressional Country Club in Bethesda, Md., conjured images of the first major tournament won by Tiger Woods, when he conquered Augusta National in the 1997 Masters Tournament with a 12-stroke victory at the age of 21.
Woods’ first big win 14 years ago brought him millions in endorsement deals from such brands as PepsiCo. Gatorade and Nike shoes. That snowballed into a virtual empire, making Woods worth nearly $1 billion, according to various estimates.
But don’t expect McIlroy to take the same path in the marketing world as Woods, experts say. “This guy is sort of the anti-Tiger Woods,” Heinz said. McIlroy seems more approachable, more affable than Woods, who could be moody when it came to media appearances, though his image was much more polished before the scandal. Prior to his scandal, Woods had carefully crafted his public image, while the gangly McIlroy seems more authentic, Carter says.

Giancarlo Molero, chief operating officer of the ad agency DLB Group in Miami, says that although Woods probably has more charisma and a more polished image, McIlroy could pull ahead of him in endorsements.
McIlroy could choose to highlight the differences between himself and Woods as he chooses a marketing strategy.
“[McIlroy] looks like an easygoing guy.