*By Michael Teich*
Tiger Woods hasn't won a major championship in more than a decade, but David Abeles, CEO of golf equipment and brand manufacturer TaylorMade, thinks the dry spell may end at the British Open this weekend.
"We turn the corner into Carnoustie, \[Scotland,\] which we think is a golf course that sets up very well for Tiger," Abeles told Cheddar on Tuesday. "He's in a great position right now to challenge."
Beginning July 19, the world's best players will tee off against each other at the British Open, the oldest of the four major championships in professional golf. In addition to Woods, TaylorMade has a strong stable of players representing its brand at the eventーincluding world ranked #1 player Dustin Johnson, Rory McIlroy, Justin Rose, and Jason Day. Although Abeles said a win for any of these athletes would be good for business, only Woods can claim to have [boosted](https://www.pga.com/news/golf-buzz/tiger-effects-leads-highest-pga-tour-ratings-in-5-years) the PGA Tour's ratings to its highest level in five years.
Abeles also told Cheddar he expects companies Top Golf and Drive Shack will improve the overall popularity of the sport.
"It's the combination of game-ification and live experience and entertainment coming together in the format of golf," said Abeles. "That'll lead its way into more traditional golf and ultimately increase participation rates."
For the full segment, [click here.](https://cheddar.com/videos/taylormade-ceo-tiger-woods-in-great-position-to-win-british-open)
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