Why did Adidas drop Dustin Johnson and Sergio Garcia?
Adidas has ended its relationship with LIV golfers Dustin Johnson and Sergio Garcia shortly before the LIV tour tees off for its first event of the season.
Adidas has announced that it has ended its relationship with LIV team champion Dustin Johnson, who had been an ambassador for the brand for more than 15 years. In a statement to media, Adidas Golf president Jeff Lienhart said the decision to part ways was mutual.
“For more than 15 years, Dustin has been a great ambassador for the Adidas brand. We’ve had a front-row seat to see him win multiple major championships, ascend to the No. 1 ranking and cement himself as one of the best golfers in history — all while wearing the 3-Stripes. We wish Dustin nothing but success moving forward,” said Lienhart.
Focusing on LIV brand
According to ESPN, Johnson wanted to terminate his contract with the sports brand so that he could focus on promoting the merchandise of his LIV team, 4Aces.
Adidas also decided not to renew their partnership with another LIV golfer, Sergio Garcia, who had been with the brand for a few years.
Not enough TV time
According to National Club Golfer, reports indicate that the sports apparel company may have had a couple of reasons for terminating the partnership. First, the two did not show the Adidas logo on their caps; and second, Johnson and Garcia no longer have enough television exposure to merit their agreement. LIV has not made an agreement with a major media company to broadcast their competitions, although they have made a deal with The CW to air their tournaments this season. The Saudi-backed tour also streams on YouTube and the LIV website.
Adidas, however, has not cut its ties with all its LIV athletes. Joaquin Nieman of Chile continues to be associated with the company.