Hero MotoCorp tees off with Tiger Woods as global brand ambassador

Hero MotoCorp, which is making aggressive moves to expand its brand both in India and globally, has signed American golf legend Tiger Woods as its brand ambassador in a four-year deal. The tie-up is aimed at driving the brand in new markets in North America and Europe, where Hero is already making moves to have a footprint. The sponsorship deal, believed to be around Rs 250 crore, is the biggest in recent times for an Indian manufacturer in terms of association with a global icon. Tiger Woods, who is a 14-time championship winner, continues to have global acclaim.

According to Pawan Munjal, chairman, CEO, and managing director, Hero MotoCorp (who is a keen golfer himself), “Having spread our footprint across Asia, South and Central America and Africa over the past two years, we are now poised to make a quantum jump in our global foray, aiming to be in as many as 50 countries by 2020. We are pleased to have Tiger Woods as our partner in spreading the message of Hero MotoCorp. We have lined up exciting campaigns to build on the core values of Hero in our global markets and Tiger is going to play an integral role in these initiatives.”

Addressing a press conference jointly with Pawan Munjal in Orlando yesterday, Tiger Woods said: “This association with Hero MotoCorp is exciting and it allows me to be involved with the world of two-wheelers and the vision of Pawan and Hero MotoCorp. We have a shared vision and I am proud to be working with the entire Hero family.   I greatly appreciate Hero sponsoring the Hero World Challenge that benefits my foundation, and my new role will greatly expand our worldwide relationship.”

The 16^th-annual Hero World Challenge will be held at the Isleworth Golf & Country Club between December 3-7, 2014, and will have 18 of the PGA TOUR’s best players compete for the $3.5 million top prize. The 72-hole, stroke play event is co-sponsored by the PGA TOUR and benefits the Tavistock Foundation and the college-access programs of the Tiger Woods Foundation.

Hero MotoCorp currently sells its range of motorbikes and scooters in 20 countries spread across Asia, Africa and South and Central America. Hero is set to enter Europe in 2015 and US and Brazil by 2016. By the year 2020, Hero aims to be present in 50 countries with an annual combined sales volume of 12 million units. By that year, Hero also aims to surpass the cumulative sales of 100 million two-wheelers.