2K president David Ismailer has compared the publisher's deal with Tiger Woods to its Michael Jordan partnership.
Tiger Woods
The studio has teamed up with the golf icon for the 'PGA Tour 2K' brand, and the boss has predicted this move could help them "into the next set of iterations" of the franchise.
Speaking to GamesIndustry.biz, he said: "There aren't that many icons in the industry other than Tiger Woods
"And the way I view building sports franchises, it takes quite a while to build into the franchise. So we thought it was the right way to partner with Tiger.
"We view his ability to help us into the next set of iterations of these games over a long-term basis.
"We've done similar partnerships like this with players like Michael Jordan and others in the industry, specifically in basketball, around long-term partnerships for their support in growing our franchises."
Under the deal, Tiger - who was previously with EA Sports for a decade - will serve as an executive director and consultant for the development team at newly-acquired HB Studios.
His name and likeness will also be exclusive to the 'PGA Tour 2K' franchise, and any additional 2K golf games.
Meanwhile, Ismailer confirmed the deal won't be affected by Woods' recent car accident.
He explained: ""We came to our agreement and partnership in advance of that accident, but that doesn't change our relationship of him becoming our executive director for the title, helping us decide talent, events, courses.
"He's got a wealth of knowledge. He's one of golf's most precious icons, and we think between acquiring HB and working with Tiger, we've got an incredible opportunity to build golf in the video game space."
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