December 24, 2024
Charlie Woods has officially solidified his position as a rising star in the sport.
With an impressive performance at the 2024 PNC Championship, Charlie has propelled to the top of the Golf NIL valuation rankings, surpassing two-time NBA champion and North Carolina A&T golfer J.R. Smith.
This past weekend, the Ritz-Carlton Golf Club Orlando played host to the event, bringing together 20 major champions and their family partners. Ten of those pairings included NIL-eligible high school or college athletes. Among them was the 15-year-old standout who played alongside his father, Tiger Woods.
This year, the anticipation was high as it marked Tiger's first tournament following his most recent surgery, sparking curiosity about how the 15-time major champion would perform. At the same time, fans were eager to see Charlie's game since his last PNC appearance and recent achievements, including earning medalist honors in a USGA qualifier and winning the South Florida PGA Junior Cup.
Everyone got their answer during Saturday's opening round when Team Woods showcased an impressive performance in the scramble format, combining for a total of 13 birdies, including a streak of five consecutive birdies on the back nine. The pair ultimately closed with a 13-under 59 and a first-ever share of the tournament lead.
Sunday only added fuel to that fire.
Between Charlie's first-ever hole-in-one, carding a 15-under 57 to tie the 36-hole low-scoring record, and the sudden-death playoff to finish runner-up to Bernhard and Jason Langer, Team Woods proved to be the talented duo we didn't know we needed, with Charlie cementing his status as a player to keep a close eye on.
What drove the surge in Charlie’s valuation?
Charlie is among the few amateur golfers who can command consistent and ongoing press. In this case, the Benjamin sophomore's media exposure surrounding the PNC quadrupled compared to his usual numbers.
Curiosity in both Tiger and Charlie's performance played a role. However, Charlie's viral moment of making his first ever hole-in-one stole the show.
The 176-yard ace was the standout moment of the tournament—a moment that quickly became a viral sensation, further amplifying his reach and recognition. Captured live on TV and garnering millions of views on social media, the shot made waves extending beyond the realm of golf, capturing the interest of major sports outlets around the globe.
The PNC's television exposure was another factor in elevating Charlie's profile. The tournament experienced an impressive surge in ratings, with an average viewership of 2.92 million—a 150% increase over last year and the highest numbers in the event's 30-year history.
Coverage for the two-day competition was complemented by a broadcast team that lauded each young player's evolution from promising talent with good genetics to legitimate competitors deserving of the spotlight. Taking a page from Florida State's Luke Clanton, who's been killing it in professional events, Charlie established himself as a formidable athlete, raising his marketability and further solidifying his role as a fan favorite.
Furthermore, Charlie's increased exposure did more than boost his personal brand. It simultaneously raised the profiles of Sun Day Red and Jupiter Links, the brands he represented, strengthening his position to attract future lucrative deals.
Who wore it better?
Of the ten amateurs on Golf NIL's radar, the question of who gave brands the most bang for their buck delivers an easy answer.
Team Woods may have finished second in the tournament, but their associated brands clearly came out ahead. Tiger and Charlie donned Sun Day Red during tournament and practice rounds, and even Charlie's caddie, Luke Wise, sported a branded hat.
This wasn't Sun Day Red's rookie stop on the amateur scene. Charlie was first spotted showcasing his dad's label in July at the U.S. Junior Amateur. In late August, the brand revealed its first official NIL partnership with Stanford quarterbacks Ashton Daniels and Justin Lamson through an Instagram post featuring both athletes in Sun Day Red apparel.
A less-subtle Jupiter Links logo, Tiger's TGL team, gained prominent placement on Charlie's hat—a clever move, as the highly anticipated event series is set to kick off in a couple of weeks, well-timed to generate even more buzz ahead of its launch.
As two emerging brands looking to grow market share, Charlie's visibility, popularity as a fan favorite, and appeal to multiple generations might make him one of their best assets to attract audience interest.
As we've seen throughout the years, many amateurs endorsed the same brands as their legendary partners. Gary Player and his grandson Alexander Hall wore PXG, while Trevor Immelmann and his son Jacob repped Nike. Carson Kuchar wore a Bettinardi hat to support dad Matt Kuchar's partnership as a Bettinardi staffer.
A few players touted their college pride. Villanova commit Luke Leonard wore his future alma mater on his hat and Johnnie-O shirt sleeve, while Wisconsin freshman Izzi Stricker wore a logoed hat and shirt. John Daly II flexed Arkansas on his shirt and hat while his NIL partner, JLab, landed a spot on his sleeve throughout practice and competition.
