Hoopty

In the world of professional sports, where multimillion-dollar contracts and endorsement deals are the norm, one of the most persistent and perplexing traditions is the practice of awarding brand-new vehicles to athletes who already have garages filled with high-end cars. Whether it’s the Super Bowl MVP winning a pickup truck, a hole-in-one at a golf tournament earning a luxury sedan, or a World Series standout getting the keys to a brand-new SUV, the irony of these giveaways is impossible to ignore.

The Case of Tom Brady’s Super Bowl Truck

Perhaps the most famous example of this absurdity came after Super Bowl XLIX in 2015, when Tom Brady was named MVP and awarded a brand-new Chevrolet Colorado. At the time, Brady had already amassed a net worth exceeding $100 million and had a collection of luxury vehicles, including Aston Martins, Audis, and Rolls-Royces. Instead of accepting the truck, he gave it to his teammate Malcolm Butler, whose last-minute interception sealed the victory. While Brady’s generosity was commendable, the entire situation underscored the ridiculousness of the prize itself—why would a quarterback with a private car collection need a mid-size Chevy truck?

Golf Tournaments and the Buick Conundrum

Golf tournaments are notorious for their car giveaways, especially for hole-in-one contests. It’s not uncommon to see a golfer hit a miracle shot and be handed the keys to a brand-new luxury car. The irony? Many of these players are already sponsored by high-end automotive brands or have access to exotic cars the general public can only dream of.

Perhaps the most egregious example of this is Buick’s long-standing association with professional golf. For years, the company has given away cars at tournaments, and their most famous spokesperson was none other than Tiger Woods. Woods appeared in countless commercials endorsing Buicks, despite the fact that he was known to drive Porsches and other high-performance vehicles in his personal life. The idea that a multimillionaire athlete was going to be seen driving around in a Buick LaCrosse instead of a Ferrari was laughable, yet these types of partnerships persist.

The Marketing Illusion

So why does this practice continue? The answer is simple: marketing. Car manufacturers know that attaching their brand to high-profile athletes creates a perception of prestige and desirability. While Tom Brady isn’t likely to drive a Chevy Colorado, millions of fans watching at home might be persuaded to consider one. The same logic applies to golf tournaments, where middle-class fans see their favorite players being handed a luxury SUV and dream about owning one themselves.

Of course, there’s also the tax issue. Many athletes who win these cars end up declining them because of the associated tax burden. A “free” car isn’t actually free—it comes with a tax bill that, while insignificant to a high-paid athlete, is still an annoyance. Some simply donate the vehicles or gift them to family members, further highlighting how unnecessary the prize is in the first place.

Who Actually Benefits?

If there’s any silver lining to this strange tradition, it’s that some athletes use these cars for good. Tom Brady’s decision to give his truck to Malcolm Butler is one example, but there are many cases of athletes donating their winnings to charity or team staff members who could actually use a new car. In those instances, the gesture at least serves a purpose.

Still, the overall practice remains a bizarre relic of sports marketing—a corporate pat on the back that doesn’t actually benefit the people receiving the prize. Maybe it’s time to rethink these giveaways and instead direct that money toward something more meaningful. After all, no one truly believes a Super Bowl MVP is going to be cruising around town in a Chevy.