Nike Re-Signs Tiger Betting Men Have Forgiven, Forgotten

  • By Every Man Ministries

Despite an expensive and highly publicized divorce due to cheating on his wife, this week Nike re-signed golfer Tiger Woods to another lucrative contract. I wonder if this is a sign that Nike doesn't care about character and will capitalize on Tiger's resurgence to the game? Or if it's a matter of forgiveness, a more powerful attribute. Or both?


Either way, here's what we can learn from Nike's move.


First, Tiger is not a role model. Regardless of Tiger regaining his golfing acumen, Nike is thrusting Tiger back into a position of being a role model for men. But God’s man must remember that just because Tiger can win on the course, doesn’t mean Tiger is a winner.


God draws a hard line in the sand regarding Tiger’s behavior and divorce. In Malachi 2:13-16, nails God’s man between the eyes with a warning and exhortation. “...So be on our guard, and do not be unfaithful to the wife of our youth. The man who hates and divorces his wife,” says the Lord, the God of Israel, “does violence to the one he should protect, says the Lord Almighty.” Tiger Woods And Nike, Every Man Ministries, Kenny Luck


In 1 Peter 3:7, God tells God’s man to “...treat them (your wives) with respect as the weaker partner and as heirs with you of the gracious gift of life, so that nothing will hinder your prayers.”


Hmmmm. Don’t think Tiger had this in perspective when he reportedly had numerous affairs, then divorced his wife. Then again, Tiger is not a God’s man.


Now Nike is betting that most of us will have either forgotten Tiger’s past or even support Tiger’s return to golfing prominence, and pay him millions to endorse their products and endorse the brand. Nike doesn’t care about his cold-hearted character as much as they care about making cold-hearted cash.


Second, God’s grace is sufficient for God’s man. Chances are you know someone going through divorce right now, perhaps due to infidelity. How should God’s man treat another man going through this character trial? With gracious love, while knowing God’s position on this subject.


All God’s men will face temptations and trials. But when God’s man messes up, our role is to guide them to God’s truth, not judge them. For example, in 1 John 1:9, it says, “If we confess our sins, he is faithful and just and will forgive us our sins and purify us from all unrighteousness.”


However, without that confession and ensuing forgiveness, God shuts his ears to any man who strays outside the marriage covenant. Remember, God is our father. All fathers with daughters get this. Any man who treats a father’s daughter poorly will lose support from the dad at EVERY level and EVERY time. Why would God, our father, feel any different about his girls?


Additionally, God does not require women to stay in abusive situations, swallow violence, or "live with" infidelity of mind or body for any reason. Remember God is the DAD.  In the famous “Sermon on the Mount” from the book of Matthew, Jesus hits the guys of his time in the mouth with a straight right hand when he called them on carpet for "wife dumping" and having mental "happy meals" if they cheated with their minds on their wives. And he called them to commitment on marriage saying "what God has joined together let no man separate." Separating selfishly from women at the time was art and Jesus stopped the music.


If you, or a friend, are going through divorce or struggling with infidelity, find Godly men to hang out with, and don’t let Nike’s move to re-sign Tiger serve as justification for your actions. There is a better way. God’s way.


Additional resources for men regarding divorce and infidelity are available HERE


Kenny Luck, founder of Every Man Ministries and men’s pastor at Saddleback Church, provides biblically-oriented teaching and leadership for men and pastors seeking relevant, timely material that battle cultural, worldly concepts threatening men and God’s men.


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Kenny Luck, founder and president of Every Man Ministries, is the men’s pastor at Saddleback Church, and has a great deal of experience in leading men through their walk with God. His program Sleeping Giant empowers men to take the experience of a men’s ministry and bring it to their own communities. Watch Kenny’s teachings at

Follow Every Man Ministries now onFacebook, Twitter (@everymm,) andYouTube.

Tags: Being God's Man , Integrity , Marriage

3 Comment(s)

Bill K.

I have a problem with the notion that people think sports stars are "role models." I don't think any man looks at Tiger as a role model. Men like winners, period. And he's a winner. SF Giants fans ignored the obvious signs that Barry Bonds doped because he was a winner. Michael Jordan cheated on his wife. He's not my role model. He's a winner. Baseball is fraught with cheaters, but winners are exalted. So, like it or not, Nike is making a business decision because it knows men don't care about infidelity when it comes to what gear they want and with whom they want to be associated. Perhaps a better example is Sergio Garcia. He whines and makes a derogatory remark about Tiger. We don't want to buy his stuff. We want to buy products associated with Tiger, a proven winner. It's not lost on me that Nike's best products are associated with him so they're sales are likely skewed for those who want to buy the best. Aside from that, you don't know (or maybe you do) how wide the "infidelity" is spread throughout Christian men. It is very easy for men to justify their behavior because almost everyone is doing something. There needs to be a revolution of mindset not to contribute at all. I say this because I'm guilty of encouraging the infidelity mindset (whether it's Hooter girls or hostesses at the annual fantasy football draft, and so on). And it's not just men. There are married woman who want a fling for one reason or another. I've taken steps to stop being an aider and abettor (or the criminal), but our culture makes it easy to "slip" or push the line. There are social sacrifices that have to be made for this to succeed. You could spend 4 weeks in a row on this subject or an entire weekend.

Chris Prekopa

Wow Pastor Kenny, what a well written and spot on look at the foundational issues of morality and faith facing us in our times. All too often, people and companies pursue financial success over moral decency and what is right under the guise of it being the "American Way". I posit that is the exact type of moral indecency eroding our faith, our children, our families, and our communities. We truly need to regain our moral footings as a society and teach our children that "role models" are not made by excessive marketing budgets or sports media agendas, but by leaders who demonstrate the faith, virtues and morals of a righteous man even when others aren't watching. Nike has clearly forsaken morals and decency for dollars, but this decision is only one more in a long line of contradictions by the company (remember all their problems when they also chose using child labor over fair labor practices to produce their goods?). Keep up the great messages, they are spot on and I enjoy the read in every newsletter. Chris

Don Bowker

Right on bro! Thank you again for illuminating the truth!

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