Nike's reported courting of Rory McIlroy, the world's No 1 golfer, makes perfect sense. The US sportswear giant has endured an awkward time of late, with the scandals surrounding Tiger Woods, Lance Armstrong and the NFL quarterback Michael Vick.
Links to McIlroy, arguably the fresh face of sport, will be very welcome, even though Nike last year boasted figures of US$22 billion (Dh80bn) in sales.
Rumours this week, largely from credible sources, suggest the two-time major champion has almost completed a 10-year deal worth $250m.
The agreement would buy Nike one of the most lucrative sports stars on the planet - SportsPro, a multimedia communications firm, recently put him second only to Neymar, the Brazilian footballer - and will provide McIlroy with the ability to maximise his mammoth marketability.
The transition to Nike may take time - McIlroy will change equipment for the first time in his professional career (his Titleist contract expires this year) - while his numerous other sponsorship deals, such as the Dubai-based Jumeirah group, will presumably not be renewed or terminated.
Nike usually maintains exclusive branding on their athletes yet, given the numbers mooted, for McIlroy it seems a small price.
Woods, whose CV remains unmatched by a distance, is believed to earn $105m from Nike in five-year spells. McIlroy, fast becoming his conqueror on the course, is now outstripping his idol in the boardroom, too.
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