CURRENT US OPEN champion Rory McIlroy this week signed a multi-year sponsorship deal with the UK arm of Spanish-based banking group Santander.
Valued by Frontiers at over £1m per year, the agreement will surpass the value of the Northern Irishman’s principal three-year sponsorship deal with Jumeirah Group, which Frontiers puts at between £250,000 and £500,000 per annum.
However, the agreement will see McIlroy sport the Santander logo only on the left sleeve of his golfing attire while Jumeirah will retain their presence on his shirt and hat with his every appearance on a golf course through 2013.
McIlroy’s marketability has rocketed over the past year in direct correlation to his success on the golf course. The Jumeirah deal therefore represents very good business for the Dubai-based hotel and resort group.
With his first major victory coming at Congressional in June this year, combined with his rapid progression up the world rankings and his imminent application for a return to the US PGA Tour, McIlroy is now one of the most sought-after properties in golf.
The 22-year-old’s attacking flair and oft-acknowledged personable manner has also made him a prime candidate to replace a declining Tiger Woods as the sport’s iconic talisman. Accordingly, his status will continue to demand increased fees for brand association.
As part of the new Santander deal McIlroy will also appear in television and billboard advertising campaigns for the group.