AUGUSTA, GEORGIA - APRIL 14: Tiger Woods (R) of the United States is awarded the Green Jacket by Masters champion Patrick Reed (L) during the Green Jacket Ceremony after winning the Masters at Augusta National Golf Club on April 14, 2019 in Augusta, Georgia. (Photo by Kevin C. Cox/Getty Images)
PHOTO: Kevin C. Cox/Getty Images North America/Getty Images
AUGUSTA, GEORGIA - APRIL 14: Tiger Woods (R) of the United States is awarded the Green Jacket by Masters champion Patrick Reed (L) during the Green Jacket Ceremony after winning the Masters at Augusta National Golf Club on April 14, 2019 in Augusta, Georgia. (Photo by Kevin C. Cox/Getty Images)
Now playing
02:09
Tiger Woods completes comeback to win Masters
Now playing
00:10
This video is no longer available
CHASKA, UNITED STATES:  Tiger Woods of the US watches his bunker shot on the 18th hole drop into the cup to finish his suspended second round of 2002 PGA championship 17 August 2002 at Hazeltine National Golf Club in Chaska, Minnesota. Woods finished the round with a 69 for a two-day total of four under par.    AFP PHOTO Roberto SCHMIDT (Photo credit should read ROBERTO SCHMIDT/AFP/Getty Images)
PHOTO: ROBERTO SCHMIDT/AFP/AFP/Getty Images
CHASKA, UNITED STATES: Tiger Woods of the US watches his bunker shot on the 18th hole drop into the cup to finish his suspended second round of 2002 PGA championship 17 August 2002 at Hazeltine National Golf Club in Chaska, Minnesota. Woods finished the round with a 69 for a two-day total of four under par. AFP PHOTO Roberto SCHMIDT (Photo credit should read ROBERTO SCHMIDT/AFP/Getty Images)
Now playing
01:01
What's the best shot Tiger Woods ever hit?
PHOTO: Getty Images
Now playing
04:53
Tiger Woods exclusive: injuries and the future
Now playing
01:35
Tiger Woods' ideal day: 'Caddyshack,' oatmeal?
ws tiger woods health_00001705.jpg
ws tiger woods health_00001705.jpg
Now playing
00:45
Tiger Woods questions his health
tiger woods 1997 masters cnn intv orig_00012015.jpg
tiger woods 1997 masters cnn intv orig_00012015.jpg
Now playing
01:20
Tiger Woods speaks to CNN after 1997 Masters win
tiger woods exclusive dubai desert classic injuries comeback usa divisiveness living golf intv_00001928.jpg
tiger woods exclusive dubai desert classic injuries comeback usa divisiveness living golf intv_00001928.jpg
Now playing
02:58
Tiger Woods: the US must "unite"
Now playing
03:10
2008: Tiger Woods opens up on becoming a father
PHOTO: BlueJack National
Now playing
00:57
11-year-old's shot stuns Tiger Woods (2016)
bts tiger woods players championship press conference_00000213.jpg
PHOTO: WFOX
bts tiger woods players championship press conference_00000213.jpg
Now playing
02:47
Tiger Woods: I haven't slept since the breakup
nr intv brennan tiger woods magazine spoof _00001630.jpg
PHOTO: Getty Images
nr intv brennan tiger woods magazine spoof _00001630.jpg
Now playing
03:18
Tiger Woods not laughing at spoof
(CNN Business) —  

Nike’s years of loyalty to Tiger Woods paid off on Sunday.

Woods, once a giant of both golf and sponsorships, has been losing in both those fields in recent years. But Nike, which has a history of remaining loyal to the athletes with its endorsement deals, stuck with Woods.

Sunday the 43-year old Woods overcame his many doubters by winning the Masters, his first major tournament win in 11 years. And within minutes Nike had an ad up on social media highlighting the win, and its “Just Do It” slogan. It was seen by tens of millions of people.

“It’s crazy to think a 43-year old who has experienced every high and every low and has just won his 15th major is chasing the same dream as a three-year old,” said the ad. It then played a clip of a three-year old Woods saying “I’m going to beat Jack Nicklaus.”

The reference is to Nicklaus’ record 18 majors, which once seemed well within Woods’ grasp, but has appeared out of reach in recent years as back problems and poor performance left him on the fringes of the game. A sex scandal and a DUI arrest in 2017 helped drive many other sponsors away. But Nike never wavered.

The Nike (NKE) swoosh on Woods’ shirt was the most noticeable sponsor logo during the day. Nike (NKE) got about $22 million worth of exposure from Woods’ win Sunday, according to analysis by Apex Marketing, a sponsorship analytics research firm. And that included only the original broadcast itself, not the encore airing of the match or the many news clips of him winning.

A year ago when Patrick Reed, another Nike athlete won the Masters, it produced only $12 million worth of exposure for Nike, said Eric Smallwood, Apex’s president. The firm measures how long various sponsor logos are easily seen on a broadcast, and compares it to viewership numbers and the cost of advertising.

Smallwood said even when Woods was struggling, he often got more attention than other golfers that far back in the pack, meaning that Nike was getting something for its money even without him winning. But he said that was typically a small fraction of the attention it got Sunday.

Woods is still one of the best known athletes in the country, three times better known by the general public than the average athlete, according to surveys by the Q Score company. And while positive opinions of him are way down from his heyday among the general public, sports fans still have a more positive view of him than the average athlete, according to the Q Score surveys.

Woods’ deal with Nike has been reported to be worth as much as $20 million a year at one time. His current deal is probably worth about half of that amount annually, according to Bob Dorfman, an endorsement expert and executive creative director at Baker Street Advertising. He said some of that money is likely based on Woods’ performance as well as how often Nike uses him in its ads.

Forbes’ estimates that his endorsements were worth about $42 million in 2018, a fraction of what he used to make.

Nike will probably start using him more now, Dorfman said.

“Yes, there’s always going to be people who are detractors for what he did. That’s more of an issue these days. But he’s still a marketable commodity,” Dorfman said. “I think they’ll be much more visible with him now leading up the other majors. Everything points upwards for Nike and Tiger.”

Once upon a time Nike made Woods the centerpiece of its entire golf equipment business, but it got out of most of that business in 2016, keeping only clothing and golf shoes. Woods has since moved to TaylorMade clubs and Bridgestone golf balls.

Those sponsors also got some attention in Sunday’s win, as did Monster energy drink, which is highlighted on his golf bag. But they got no where near the exposure that Nike did.