Tiger’s Endorsements In The Weeds

Now that the brand managers who rely on golf superstar Tiger Woods for increased market share have had a chance to decide what to do, they’re deciding to distance themselves from the married man gone wild.
Here’s an announcement from Accenture:

For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture’s advertising. However, given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising.

According to CNN, another major sponsor, Gillette, said Saturday it was “limiting” Woods’ role in its marketing programs to give him the privacy to work on family relationships.
It appears that EA Sports, TAG Heuer and Nike, on the other hand, are standing by their man.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.