Word: scandalous
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...over the coming weeks we will assess our options with Tiger Woods ... regarding our long-term relationship." Translation: We're waiting to see if this gets worse. Tag removed Tiger placards from stores across Australia (a big golf market), although the company insists that move was unrelated to the scandal. Tag headlines a group of companies whose association with the legend is not about golf but about creating buzz around the brand. Will any of Tag Heuer's customers refuse to buy a pricey Swiss watch because Tiger is a pitchman? Probably not. But the company's initial skittishness doesn...
...scandal surrounding golf icon Tiger Woods has put sports marketers in the rough. They face a difficult choice. If they stick with him, they risk alienating consumers put off by the lurid allegations about Woods' private life. And there's the prospect of yet more allegations after they've affirmed their support...
...Gatorade PepsiCo, Gatorade's parent, has said it will drop its Tiger Focus drink - whatever the heck that was - though the company insists it made that decision before the scandal. Gatorade is noncommittal about its 2010 plans. The company's "G" rebranding campaign has been a total disaster. So it can cut some losses, save some money and perhaps appease some shareholders by letting Tiger go. However, Woods reaches Gatorade's core market, the sports fans who emulate their heroes. The ones who, as the company famously framed it in the early '90s, want to "be like Mike." If Tiger...
...Upper Deck On Tuesday, in its first public statement since the scandal broke, Upper Deck, a trading-card and memorabilia company, said it is standing by Woods. "Tiger and his family have our full support," said Richard McWilliam, founder and CEO of Upper Deck. "We look forward to his eventual return to the PGA Tour." Upper Deck, which has created Tiger Woods trading cards and collectibles like a Tiger Woods bobble head, has an exclusive licensing agreement with Woods. Upper Deck has no good reason to back out of the arrangement. If Woods catches fire again, the company's Woods...
Besides Nike, several other Woods sponsors may escape unscathed. Sure, the ugly headlines are a p.r. disaster. But who knows if any business will be materially impacted by the Woods scandal? Bottom line: sponsors shouldn't overreact. "You can't just look at today," says Ganis. "There's just so much to this story that has yet to be written...