Nike has signed golfer Rory McIlroy to the largest endorsement contract in the sport, worth between $200 million and $250 million. That suggests the brand sees him as the future face of the game, but he'll never do for Nike what Tiger Woods did, writes Keenan Mayo. Nonetheless, he "can certainly build and advance the brand and broaden it internationally," says Bob Dorfman, a sports marketer at Baker Street Advertising. Dorfman says that McIlroy's first spot for Nike, which features the young golfer bantering with Woods, is a solid way to introduce the less popular player.

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