When news of Tiger Woods’ marital transgressions first broke, one of the first questions people asked was whether it would affect his approximately $890 billion in corporate endorsements.
What Is G? Too Mainstream for Tiger, Apparently
↵The answer seems to be: yes and no.
↵Late Friday, Gatorade became the latest endorsee to end its deal with Tiger after the golf star’s awkward Apology to the Nation last week.
↵↵“We no longer see a role for Tiger in our marketing efforts and have ended our relationship,” Gatorade spokeswoman Jennifer Schmit said in a statement. “However, our partnership with the Tiger Woods Foundation will continue. We wish him all the best.”
↵↵That continues the pattern that’s emerged: Companies that cater to a broad demographic -- especially demos that include females and older people -- are cutting their ties (see: AT&T, Accenture) or “de-emphasizing” Tiger (see: Gillette, Tag Heuer). Those with a heavy concentration of golfers, sports fans and young men will stand by Woods (see: Nike, EA Sports). So has Dubai’s Tiger Woods Resort, but it has enough problems of its own to deal with.
↵Of course, the sports companies might eventually abandon him if he doesn’t make it back to the golf course soon. But if he does come back and he’s successful, there’s still going to be a market for folks who want to see if buying golf clubs with Tiger’s imprimatur will help their game.
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