Michael Jordan, Tiger Woods, and Arnold Palmer have a lot of things in common. They were generational players, cultural icons, and serial winners. Each was unique in their own way and accomplished amazing things. They also had one more thing in common. The trio had amassed generational wealth during their careers and the reason behind that was one man.

Mark McCormack was a lawyer-turned-marketing genius who envisioned the idea of giving pro athletes large sums to endorse products. He changed the sports business and marketing athletes as ambassadors.

Athletes today have TV deals even before they have secured a contract for themselves. But this wasn’t the case 50 years ago.

Mark McCormack laid the foundation for Michael Jordan, Arnold Palmer and Tiger Woods

McCormack is often called the Father of Sports marketing. McCormack, who is from Chicago founded and managed Cleveland’s International Management Group. It all started with a handshake deal with Arnold Palmer which put the golfer on top. In fact, he created his own clothing line.

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Mack went on to represent athletes to product makers as well as market for huge events like the Olympics and Wimbledon.

Woods was an IMG client since he turned professional from 1996 to 2011. When he was at his peak Woods earned more than $50 million a year in prize money and endorsements. Forbes estimates that Woods had earned over $1 Billion through endorsements and prize money. And all this could be credited to the vision of Mark.

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Jordan is considered to be the pioneer of Sports marketing. In his second year, he and Nike launched the Jordan brand shoes. This was a highly successful move for both Jordan and Nike. The Jordans made Mike a billionaire and one of the most famous people on the planet. But all this would not have been possible, it Mark did not lay the foundation.

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In the past, Mark was referred to as the most powerful person in sports. His clients not only killed it on the field, but they commanded millions in endorsements and deals. Mark was the first to see what TV would mean for athletes. He turned his clients into high-value brands and global icons.