In the past few weeks, Tiger Woods has made a seemingly improbable comeback on the golf course. But can his image rebound the same way off it?
That is the question that brands and advertisers are posing as Mr. Woods returns to the Masters on Thursday for the first time since 2015, while playing his best golf in years. The past month has brought swelling television ratings and overcrowded, rowdy galleries for Mr. Woods’s PGA Tour appearances. When he finished in a second-place tie at the Valspar Championship in early March — at one point sinking a 44-foot birdie putt that had the crowd screaming — the television ratings for the final round were the highest for a non-major tournament since 2013.