Tiger Woods is synonymous with the world of golf. And the TW logo emblazoned on his hats and shirts have been synonymous with him.
The TW logo has been part of Woods’ brand since 2000, and has become a top selling golf image. The logo can be found worn by many amateur golfers channeling the star on the course, and by others just enjoying the sleek look of the merged lettering.
That logo might still be worn by fans, but the man himself will no longer feature the emblem. As Tiger competes in the 2024 Masters, golf fans will spot a different insignia on his hats, shirts and other branded apparel and equipment.
LIVE: Follow Tiger Woods’ updated Masters score, results
Here’s everything you need to know about Woods’ new looks, from the sponsors to why the change was made.
Who sponsors Tiger Woods now?
TaylorMade sponsors Woods, and together, they formed the Sun Day Red brand. It is a change from Woods, who had been with Nike for the past 27 years.
Woods split with Nike in January 2024. And while it might be Woods’ initials on the iconic TW logo, it’s Nike’s paperwork that lays claim to the trademark and copyright behind the emblem.
MORE: Everything to know about Woods’ Sun Day Red logo, clothing line
So when Woods and Nike parted ways, Nike got to take the logo.
“I don’t want it back,” Woods said in a press conference earlier in 2024. “I’ve moved on. This is a transition in my life. I’ve moved on to Sun Day Red, and we’re looking forward to building a brand that elicits excitement and is transformative.”
Tiger Woods
Getty Images
Tiger Woods 2024 logo
Woods partnered with TaylorMade to create the brand Sun Day Red. The new sponsor has come with a new logo featuring a striped tiger.
The tiger has 15 stripes, representative of each major win Woods has on his resume. The brand, which will officially launch on May 1, 2024, could wind up expanding to feature 16 stripes should he win another major.
“At the heart of Sun Day Red’s ethos is a logo that tells a story,” Sun Day Red said in a release. “It’s a narrative of Tiger’s incredible achievements, a visual tribute to a career that has inspired millions. But the designs go further, embedding Easter eggs for the fans, including a 15-striped tiger emblem representing his 15 major wins.”
MORE: Who owns Tiger Woods’ old logo?
Why did Tiger Woods leave Nike?
It was far from a surprise to Woods leave Nike. There had been speculation of a split as early as December 2023, and in early January, the split officially took place.
Apex Marketing Group president Eric Smallwood said the decision was one likely made more from Nike as it prepares to leave the golf business, rather than any indication it believes Woods is close to the end of his career.
“Nike used to sell golf balls and clubs with its logo and that ended,” Smallwood said, per CNN.
MORE: Woods eyes history if he can make 24th consecutive cut at the Masters
J. Butler Golf founder Joshua Butler agreed with the belief, saying Nike is moving from golf products overall. He said Woods decided it would be in his best interest to pursue other opportunities.
“It’s not that Nike has done anything wrong, it’s not that Tiger Woods may not necessarily be happy with his relationship with Nike for the last 27 years, but this is a golden opportunity to go after a younger crowd, to go after individuals who aren’t rich that want to play the game,” Butler said, per CNN. “Tiger understands that, the importance of what he’s meant to the golf industry as well as to people of color. That’s why I think this is such as monumental shift right now.”
Why does Tiger Woods wear red on Sundays?
There’s a reason the brand is called Sun Day Red. Woods has always worn red on Sundays, which dates back to his college days.
He said he’s worn red since playing at Stanford due to superstitions. He has said his mother believes red is his “power color,” and he’s stuck with the tradition ever since.
“You know, you should always listen to your mom,” Woods said.
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