Why Dustin Johnson, Adidas ended long-running sponsorship ahead of 2023 LIV Golf season

Dustin Johnson and Adidas have ended their 15-year sponsorship deal ahead of the 2023 LIV Golf Tour, the apparel company confirmed to ESPN on Tuesday.

The split has been described as “amicable” but it is the first time in Johnson’s career that he has not worn the Adidas logo on his golf attire. Adidas also confirmed to ESPN that it has parted ways with 2017 Masters champion Sergio Garcia, another LIV golfer, and has opted not to renew his contract.

“We have agreed to part ways with longtime Adidas athlete Dustin Johnson,” Adidas Golf president Jeff Lienhart told ESPN in a statement. “Dustin has been a great ambassador for the Adidas brand for more than 15 years.

“We had a front row seat to watch him win several major championships, rise to number 1 and cement himself as one of the greatest golfers in history – all while wearing the 3-Stripes. We wish Dustin nothing but continued success.”

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The Sporting News has everything you need to know about why Johnson and Adidas have parted ways ahead of the 2023 LIV Golf Tour.

Why did Dustin Johnson, Adidas end their sponsorship?

Johnson decided to end his partnership with Adidas to help brand-build 4 Aces GC, the LIV golf team for which he serves not only as captain but also as a shareholder, a source told ESPN’s Mark Schlabach.

“As good as the relationship with Adidas was, it just didn’t fit into his plans,” the source told ESPN. “A big part of starting a team is establishing a brand identity and building that brand. The most important asset is the shirt.”

The source further told ESPN that LIV Golf intends to use a similar sponsorship model to NASCAR and the Premier League, where brands pay for space to display their logos on competitors.

“You want the whole shirt,” they said. “DJ needed a clean break to start his team. He’s grateful to Adidas for letting him out of the deal.”

He will reportedly continue wearing Adidas shoes with no compensation from the company.

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Johnson, the ranked 54th golfer in the world – LIV Golf does not receive ranking points for his tournaments – led 4 aces to five first places in eight LIV tournaments in 2022. His performance led the teams championship with 152 points, 56 more than runner-up Crushers GC.

As captain, he was the only consistent member of the team for the season, although the teams for the 2023 tour are expected to be permanent. Regardless, Johnson’s success for the team in 2022 — he was also the individual champion and money leader for LIV Golf’s inaugural tour, grossing $35 million — has made him and his team a priority when it comes to LIV Golf and its teams establish the golf world.

Johnson signed with Adidas shortly after turning pro in 2007 and signed another long-term deal with the apparel company in 2016. During that time, he won the 2020 FedEx Cup championship, two majors — the US Open in 2016 and the Masters in 2020 — 24 PGA Tour wins and the first LIV Golf Tour.

LIV kicks off its second season on Friday in Mayakoba, Mexico.