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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

Nike: They Really "Won" The Masters

Published: Tuesday, 15 Apr 2008 | 5:04 PM ET

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By: Darren Rovell
Sports Business Reporter

So Tiger Woods didn't win the Masters, but at least Nike did. With Trevor Immelman coming in first, Woods coming in second and Stewart Cink finishing in third, the Swoosh took the top three spots this weekend and dominated the CBS broadcast.

According to sponsorship evaluation company Joyce Julius & Associates, Nike[NKE Loading... () ] and its golf brands "had appeared for approximately one-fifth of the entire broadcast, leading to nearly $25 million of in-broadcast exposure value."

Nike logos on Immelman were shown for 31 minutes and 18 seconds in Sunday's telecast leading to $14.7 million in equivalent advertising time, according to the firm. That's compared to the exposure Woods' garnered--12 minutes and 57 seconds and $6.09 million in value.