Rory's new Ant and Dec challenge

With the echoes of the cheers still ringing in his ears after his triumph in the US Open, Rory McIlroy stood in the middle of a lake in West London yesterday trying to hit a gong for a TV show to be screened later this year.

McIlroy, aged 22, was being filmed for TV pair Ant and Dec’s Red or Black? game show and was up against his International Sports Management stablemate Lee Westwood, currently bidding to regain his World No.1 ranking.

He had flown in from Cape Cod Massachusetts where he had fulfilled a corporate engagement with with Audemars Piguet – the luxury watch manufacturer - for the latest in what promises to be a whole new range of personal appearances for the Irish superstar, whom many think already transcends the popularity of Tiger Woods.

The quartet were at Eastnor Castle in Herefordshire, and McIlroy and Westwood were challenged to hit a gong just over 100 yards away in the a lake to win points their respective contestants.

McIlroy had given the impression he could walk on water as he stood on a platform. Fanatical golfers Ant and Dec golf enthusiasts could hardly wait for him to tee off.??”We’ve been looking forward to today,” said Ant. “Not only does it feature a game we’d love to have a go at, but we also got to meet two of our golfing heroes!”

Dec added: “It was great watching the US Open on TV - but it was nothing compared to the drama of seeing these two golfing greats knocking balls at the gong, when one contestants will have the chance to win a million pounds!”

As for McIlroy’s manager Andrew (Chubby) Chandler he believes that the kid from Holywood in Northern Ireland is going to be worldwide in popularity.

“Seve was Spanish but he was everybody’s; Rory is Irish but everyone takes to him,” he says.

He ticks every box: clean-cut, exuberant, young and has a grace, on and off the course, that exudes class.

“I think Rory is a pretty good figurehead for the game right now. Golf’s great strength is there is a really good era about to happen,” says Chandler, which no doubt makes him one of the most saleable commodities in the sporting world, with £1billion earning power to match Woods, Michael Schumacher and Roger Federer at their prime.

Indeed one US marketing guru observed: “Up until Sunday, Rory McIlroy was always an amazing young golfer. Now, he is an amazing superstar sportsman with the potential to double his earnings. His appeal is unusual because he is so young and he has broken all those records and Irishmen in America go down very well.

“He has got everything in his locker – youth, he handles everything well, he smiles, he is engaging to listen to and he is incredibly aspirational for young kids. He really has the full package.”

Among McIlroy’s impressive collection of blue chip sponsors are EA Sports (videogames), Titleist (clubs and balls), Oakley (sunglasses and clothing), Audemars Piguet (watches), Jumeirah Group (Middle East hospitality), Lough Erne Resort, FootJoy (shoes), Sunseeker (speed boats) and Trion:Z (ionic bracelets).

As well as McIlroy, the ISM stable current has major champions Louis Oosthuizen and Charl Schwartzel on their books each with clauses kicking in on their contracts if majors are won. McIlroy – who collected a winner’s cheque of more than £800,000 will leave financial dealings to ISM.

He says: “It’s nice to play for a lot of money week in and week out and [as golfers] we’re very fortunate we can do that. But the thing about these major championships is the history, the prestige and just to be able to add your name to a list like Ben Hogan, Jack Nicklaus, Arnold Palmer... that’s the most satisfying thing about it.”