(CNN) -- When Nike signed a multi-million dollar deal to add Rory McIlroy to their ranks they must have salivated at the thought of the world's top player going head-to-head with stablemate Tiger Woods. Imagine the marketing potential of their twin titans battling it out down the stretch at major championships for years to come, bedecked, of course, in Nike gear. That dream may well be realized in time, and Woods at least has one title to his name this year, but at the most high-profile tournament of 2013 to date both crashed and burned at the first hurdle. World No. 1 McIlroy was eliminated in the first round of the World Match Play Championship by Ireland's Shane Lowry in Arizona, to add to his missed cut at his only other appearance this year, in Abu Dhabi.
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Tiger Woods and Rory McIlroy both lose in first round of Match Play Championship
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World's top two players fall at the first hurdle in Arizona to players outside the top 60
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McIlroy is beaten by Ireland's Shane Lowry while Charles Howell III defeats Woods
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Defending champ Hunter Mahan through but Keegan Bradley and Dustin Johnson are out
McIlroy squandered early chances against @placeholder, who came to life on the back nine, chipping in for birdie at 11 and 12 before an eagle at 13 put him in the driving seat.