Orlando (Florida), Dec 2: India's two-wheeler giant, the Hero Group, has signed American golf legend Tiger Woods as its brand ambassador in a four-year deal that targets capturing new markets in North America and Europe.
The deal, for an undisclosed amount, can be termed as the biggest for an Indian manufacturer in terms of association with a global icon is concerned. 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 Limited, told a select media gathering here.
"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."
Hero Group is world's largest two-wheeler manufacturer but still considered only a domestic player. 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).
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 corporates are back with him and obviously Hero took a very conscious call," he added, explaining the move.