Hero MotoCorp has a long history of being a sponsor of Sport Event, from Cricket, Football, hockey to even Golf (which isn't exactly a hugely famous game in the country), Hero has never been shy to shell out money for the Sporting Event sponsorships. To carry further their relationship with sports Hero MotoCorp the world’s biggest two wheeler manufacturer by volume, has announced golfing legend Tiger Woods as its global brand ambassador.
Interestingly, the announcement has come two days before the start of the prestigious PGA event World Challenge, which is hosted by Tiger Woods Foundation and Hero MotoCorp Ltd as the title sponsors.
"We have gone beyond the Hero World Challenge and we will also have Tiger Woods as our corporate partner for the next four years starting from December 1," Pawan Munjal, Managing Director, Hero Motocorp India, told a select media gathering in Orlando. "It is an endorsement deal with Tiger Woods in which he will not only be partnering but also promoting Hero as a brand across the globe," Munjal said adding that "It is not just for the US market."
Asked what made them choose a player, whose reputation took a beating five years back due to his infidelity scandal, Munjal said they have taken a very "conscious" decision.
"Let me tell you, we are absolutely thrilled to be in a partnership with Tiger. Hero and Tiger together represent the best in our respective professions. Whatever happened is now all behind him. He went public, apologised for what has happened and he is back in the game," Munjal said. "People are back with him, many corporate are back with him and obviously Hero took a very conscious call," he added, explaining the move. Joining hands with Woods is clearly a move to create a space at global level. The 38-year-old golf legend is a 14-time major championship winner, second only to Jack Nicklaus (18).
Though there are no official declaration regarding how much it costed Hero MotoCorp to hire Tiger Woods for his services as the Brand Ambassador, but it is being pegged as the biggest deal ever by an Indian company with any international celebrity, reports suggest that it is upwards of 250 Crores. This move aligns with Hero’s global expansion plans as the company looks to setup new manufacturing units in Brazil and Argentina. Hero also recently started construction of a plant in Colombia and are already present globally across Sri Lanka, Nepal, Bangladesh, Turkey, Egypt, Peru, Ecuador, Nicaragua, Guatemala, Honduras, El Salvador, Kenya, Mozambique, Tanzania, Uganda, Burkina Faso, Ivory Coast, Congo and Angola.