Charlie Woods’ valuation soars after spectacular PNC Championship performance

by Shon Crewe

December 24, 2024

Charlie Woods has officially solidified his position as a rising star in the sport.

With an impressive performance at the 2024 PNC Championship, the 15-year-old has propelled to the top of the Golf NIL valuation rankings, surpassing two-time NBA champion and North Carolina A&T golfer J.R. Smith.

This past weekend, the Ritz-Carlton Golf Club Orlando played host to the event, bringing together 20 major champions and their family partners. Ten of those pairings included NIL-eligible high school or college athletes. Among them was Woods, who teed it up alongside dad Tiger Woods.

Anticipation was high this year as it marked the 15-time major champion’s first tournament since his most recent surgery, fueling plenty of curiosity about how he’d look back in competition. At the same time, fans were eager to gauge Charlie's growth since his last PNC appearance, fresh off earning medalist honors in a USGA qualifier and capturing the South Florida PGA Junior Cup.

Everyone got their answer during Saturday's opening round when the twosome showcased an impressive performance in the scramble format, combining for a total of 13 birdies, including a streak of five consecutive birdies on the back nine. The pair ultimately closed with a 13-under 59 and a first-ever share of the tournament lead.

Sunday only added fuel to that fire.

Between his first-ever hole-in-one, carding a 15-under 57 to tie the 36-hole low-scoring record, and the sudden-death playoff to finish runner-up to Bernhard and Jason Langer, Team Woods proved to be the talented duo we didn't know we needed, with the younger Woods cementing his status as a player to keep a close eye on.

What drove the surge in Woods' valuation?

The Benjamin sophomore is among the few amateur golfers who can command consistent and ongoing press. In this case, media exposure surrounding the PNC quadrupled compared to his usual numbers.

Curiosity in both Tiger and Charlie's performance played a role. However, it was Charlie’s viral first-ever hole-in-one that stole the show.

The 176-yard ace was the moment of the tournament—the kind of shot that explodes beyond the sport itself. It lit up social media, racked up millions of views, and had outlets around the world scrambling to cover it.

Broadcast exposure at the PNC put Woods in the spotlight. The tournament drew a 2.92 million viewer average—a 150% spike from last year and the highest audience in the PNC’s 30-year run.

Coverage for the two-day competition spotlighted how these young players are stepping out of the “good genes” narrative and earning their place as legit competitors. Taking a page from FSU's Luke Clanton, who’s been tearing up pro fields, Woods cemented himself as more than a familiar last name, boosting his NIL stock and locking in fan-favorite status.

The exposure did more than build his brand. It elevated Sun Day Red and Jupiter Links, the labels he wore throughout the tournament, positioning him to leverage even more lucrative NIL deals ahead.

Who wore it better?

Of the ten amateurs on Golf NIL's radar, the question of who gave brands the most bang for their buck delivers an easy answer.

Team Woods may have finished second in the tournament, but their associated brands clearly came out ahead. Both donned Sun Day Red during tournament and practice rounds, and even Charlie's caddie, Luke Wise, sported a branded hat.

This wasn't Sun Day Red's rookie stop on the amateur scene. Wood's first showcased his dad's label in July at the U.S. Junior Amateur. In late August, the brand revealed its first official NIL partnership with Stanford quarterbacks Ashton Daniels and Justin Lamson through an Instagram post featuring both athletes in Sun Day Red apparel.

A less-subtle Jupiter Links logo, Tiger's TGL team, gained prominent placement on Woods' hat—a clever move, as the highly anticipated event series is set to kick off in a couple of weeks, well-timed to build even more buzz ahead of its launch. With the two emerging brands looking to grow market share, Woods' visibility, popularity as a fan favorite, and cross-generational appeal just might make him one of their best assets to attract audience interest.

 Charlie Woods at the 2024 PNC Championship | Debby Wong/ZUMA Press Wire

As we've seen throughout the years, many amateurs endorsed the same brands as their legendary partners. Gary Player and his grandson Alexander Hall wore PXG, while Trevor Immelmann and his son Jacob repped Nike. Carson Kuchar wore a Bettinardi hat to support dad Matt Kuchar's partnership as a Bettinardi staffer.

A few players touted their college pride. Villanova commit Luke Leonard wore his future alma mater on his hat and Johnnie-O shirt sleeve, while Wisconsin freshman Izzi Stricker wore a logoed hat and shirt. John Daly II repped Arkansas on his shirt and hat while his NIL partner, JLab, landed a spot on his sleeve throughout practice and competition.