41% to date. That translates to billions of dollars. Under Armour's golf business has gone through the roof. The product placement alone from the TV time he received in majors was estimated at a $20+ million value. It is worth well more than the estimated 10-15 million a year they are paying him. It is similar in football, visible product on popular teams that are viewed by millions of eyes is very valuable, and history has proven that it translates to sales.