×

Nike to Run New Tiger Woods Ad Tonight

Nike has confirmed to CNBC that it will run a new ad tonight featuring Tiger Woods on two networks—ESPN between 6 and 7:30 pm New York time and the Golf Channel between 6 and 7 pm.

The Nike ad featuring Tiger Woods, seen here, will premiere tonight.
Source: Nike
The Nike ad featuring Tiger Woods, seen here, will premiere tonight.

The 30-second spot features the voice of Woods' late father Earl, who died in 2006.

"We support Tiger and his family as he returns to competitive golf," said Nike spokesman Derek Kent. "The ad addresses his time away from the game using the powerful words of his father."

"Tiger, I am more prone to being inquisitive, to promote discussion," Earl says in the spot. "I want to find out what your thinking was. I want to find out what your feelings are. And did you learn anything?"

Woods, who appears in black and white, shot the spot a couple weeks ago at his home course in Orlando.

“Nike is really going to bat for Tiger and truly protecting their long time investment in him," said Dr. Walter Guarino, strategic communication professor at Seton Hall University and president of SGW Advertising Agency.

"This is a gutsy approach, but I think the applause will outweigh the jeers. If for nothing else, it says Tiger and Nike are still on the same team. I really haven't seen anything like this before. Big kudos for loyalty here."

The Wall Street Journal first reported that the commercial would air. TMZ first reported that a commercial was shot.

Three of Woods' endorsers, Nike, EA and Upper Deck have all been active over the past week. EA released a new online video game and Upper Deck is selling new Tiger memorabilia.

Two of Tiger's endorsers, Gillette and Tag Heuer, have continued to sit on the sidelines. Accenture , AT&T and Gatorade severed their contracts with Woods.

Questions? Comments? SportsBiz@cnbc.com