What began almost two decades ago with celebrated golfers trying to control their brand is now a high-stakes appeal.

In the current round, Tiger Woods’ company ETW Corp. (the E is for Eldrick) is challenging a $668,000 Miami-Dade Circuit jury award for breaching a licensing contract with a South Miami sports memorabilia retailer, Gotta Have It Golf Inc., or GHI. Attorney fees may add another $1.2 million, and interest is at $500,000 and rising.