(Reuters) – Tiger Woods’ victory at the Masters golf tournament on Sunday, his first major victory since 2008, is expected to lift sales for sponsors, broadcasters and golf courses lucky enough to host a tournament with Woods playing.

Golf – Masters – Augusta National Golf Club – Augusta, Georgia, U.S. – April 14, 2019 – Tiger Woods of the U.S. tees off on the 18th hole during final round play. REUTERS/Mike Segar

The competition put the 43-year-old back on top of a sport he helped transform 25 years ago.

“Tiger sells golf,” says Eric Smallwood, president of Apex Marketing Group, Inc., a Michigan analytics firm. Apex found that Nike earned $22.5 million worth of brand exposure just from Woods’ final round, with Nike’s “Swoosh” logo splashed