Probably had more to do with European distribution (Andy) and Tuffin's hockey history, but the end result is the same.
Can't you just see Daymond looking over the list of CEOs and noticing Tiger's name? He offers to partner, details his plans and does a couple appearances for a modest fee looking for a pop in the stock grant given associated with his appearance. He passes off to Bad Boy ("what they let him do") and they take $10-20 grand (probably less) to redo the web site.
It all goes back to the coup that was signing Tiger. Now its getting harder to find rubes to sign on and believe in the promise. Sales growth needs to happen. A viral hit is needed. A hockey team? Seems like small potatoes.
All of this is just fiction. In the absence of detail, that's all I got -- or should I say, all I got left.