MAM
Nike signs on Tiger Woods in an endorsement deal
MUMBAI: For Woods, his latest Nike deal, arguably, caps a complete rebound from his marital problems that became public in 2009 and derailed his marketability.
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Since turning professional in 1996, Woods has been a Nike endorser, and his latest deal will keep him one for many more years. Tiger Woods has endorsed many brands in the past but Nike is something which has always stood by him. Reports ensure that there is a new endorsement deal between the two.
In a statement released Wednesday confirming the new contract, Nike Golf president Cindy Davis said: “We are thrilled to continue our partnership with Tiger. He is one of Nike‘s most iconic athletes and has played an integral part in Nike Golf‘s growth since the very beginning.” Though terms of the contract were not disclosed, Woods‘ agent, Mark Steinberg, had made clear in recent weeks that negotiations were progressing to keep the world‘s No. 1 player “with Nike for the rest of his career.” Woods‘ original five-year deal reportedly was worth $40 million. Numerous media outlets cited Woods earning $100 million annually from Nike beginning in 2001.
Over time, Woods has rebuilt his endorsement portfolio and with four victories already this season, he has fulfilled that requirement. Now, marketers such as Rolex, NetJets and EA Sports are heralding him again.
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
