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  McIlroy has been regarded as one of the most marketable athletes in the world since early on in his career. He was an ambassador for hotel chain Jumeirah from 2007 to 2012, and signed a multi-million dollar sponsorship agreement with Santander Bank in 2011. SportsPro rated him at third, behind Neymar and Lionel Messi, in their 2013 list of the world's most marketable athletes. In 2013, McIlroy signed a 10-year endorsement deal with Nike worth up to $250 million, whereby he agreed to be a brand ambassador for their golf clubs, balls and apparel. According to Simon Chadwick, professor of sport business strategy and marketing at Coventry University, Nike viewed McIlroy as their successor to Tiger Woods, who was struggling on and off the course at the time. Also in that year, McIlroy signed endorsement deals with Bose and Omega. In 2015, McIlroy became the namesake for the EA Sports ' video game Rory McIlroy PGA Tour, replacing Tiger Woods, who had been the previous namesake for the series from 1998 to 2013. In 2017, McIlroy signed a 10-year, $200-million contract extension with Nike for apparel only, after Nike exited the golf equipment business, allowing him to additionally sign a 10-year, $100-million equipment deal with TaylorMade to use their clubs, ball and bag.
  
  After the emergence of LIV Golf in 2022, McIlroy became a vocal opponent of the Saudi-funded league and some of the prominent individuals associated with it, such as Greg Norman and Phil Mickelson. Sports Business Journal stated that McIlroy "took on the unofficial role as face of the PGA Tour in its battle with LIV Golf". McIlroy criticised the league for having "ripped apart" the game of professional golf. Before the start of the Hero Dubai Desert Classic in January 2023, McIlroy was approached by LIV golfer Patrick Reed while on the practice range. He refused to talk to Reed, stating afterwards when asked in a press conference that Reed had sent a lawyer to serve him a subpoena on the Christmas Eve prior as part of an anti-trust lawsuit. In June 2023, after the PGA Tour announced a framework agreement for a potential merger with LIV Golf, McIlroy said that he felt like a "sacrificial lamb" due to his support of the PGA Tour. He maintained that "If LIV Golf was the last place to play golf on Earth, I would retire." McIlroy softened his stance against LIV Golf in 2024, stating that he had been "a little judgemental" towards golfers who left the PGA Tour to join LIV, adding "I wouldn't say I've lost the fight against LIV, but I've just accepted the fact that this is part of our sport now."
  
  McIlroy has been regarded as one of the most marketable athletes in the world since early on in his career. He was an ambassador for hotel chain Jumeirah from 2007 to 2012, and signed a multi-million dollar sponsorship agreement with Santander Bank in 2011. SportsPro rated him at third, behind Neymar and Lionel Messi, in their 2013 list of the world's most marketable athletes. In 2013, McIlroy signed a 10-year endorsement deal with Nike worth up to $250 million, whereby he agreed to be a brand ambassador for their golf clubs, balls and apparel. According to Simon Chadwick, professor of sport business strategy and marketing at Coventry University, Nike viewed McIlroy as their successor to Tiger Woods, who was struggling on and off the course at the time. Also in that year, McIlroy signed endorsement deals with Bose and Omega. In 2015, McIlroy became the namesake for the EA Sports ' video game Rory McIlroy PGA Tour, replacing Tiger Woods, who had been the previous namesake for the series from 1998 to 2013. In 2017, McIlroy signed a 10-year, $200-million contract extension with Nike for apparel only, after Nike exited the golf equipment business, allowing him to additionally sign a 10-year, $100-million equipment deal with TaylorMade to use their clubs, ball and bag.
  
  After the emergence of LIV Golf in 2022, McIlroy became a vocal opponent of the Saudi-funded league and some of the prominent individuals associated with it, such as Greg Norman and Phil Mickelson. Sports Business Journal stated that McIlroy "took on the unofficial role as face of the PGA Tour in its battle with LIV Golf". McIlroy criticised the league for having "ripped apart" the game of professional golf. Before the start of the Hero Dubai Desert Classic in January 2023, McIlroy was approached by LIV golfer Patrick Reed while on the practice range. He refused to talk to Reed, stating afterwards when asked in a press conference that Reed had sent a lawyer to serve him a subpoena on the Christmas Eve prior as part of an anti-trust lawsuit. In June 2023, after the PGA Tour announced a framework agreement for a potential merger with LIV Golf, McIlroy said that he felt like a "sacrificial lamb" due to his support of the PGA Tour. He maintained that "If LIV Golf was the last place to play golf on Earth, I would retire." McIlroy softened his stance against LIV Golf in 2024, stating that he had been "a little judgemental" towards golfers who left the PGA Tour to join LIV, adding "I wouldn't say I've lost the fight against LIV, but I've just accepted the fact that this is part of our sport now."