Word: tigers
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Under the much safer assumption that Woods does return, there's a more realistic question: What if he's not as good? It shouldn't be a shock if this whole ordeal saps Tiger's focus and mental acuity. What if he starts losing and our interest fades because, well, we now also know he's wholly unlikable. Bad player, bad person: not exactly a television programmer's or viewer's dream...
...golf fans need to find a backup plan. Woods attracted many fans to the sport. Will they be content to totally abandon the game just because he's not on the fairway? Is it beyond the realm of possibility that these same Tiger fans, who have grown to appreciate the sport as well as the superstar, will seek out other players to pull for? A Phil Mickelson? A talented young American like Anthony Kim? Of course, no other player has the charisma or talent of Tiger. But while Woods is away, fans may rehearse a golf life without...
...same goes for Tiger's sponsors. We've already seen cracks in the corporate armor. No Woods ads have run since shortly after the scandal broke. Pepsi dropped Tiger's Gatorade drink. Even though the company insists those plans were long in the works, the move doesn't reflect well on Tiger's post-transgression brand. Swiss watchmaker Tag Heuer has ordered its stores in Australia to remove advertising posters featuring Woods. The company also insists the move has nothing to do with the scandal. Fool me once, shame on you. Fool me twice...
According to a survey from the Argyle Executive Forum made public Friday, Dec. 12, 76% of marketers are saying they would cancel, reduce or suspend their business relationship with Woods if he were currently their celebrity endorser. After news of Tiger's intentions broke, AT&T, the golfer's bag sponsor, said, "We are presently evaluating our ongoing relationship." Not exactly a ringing endorsement. Nike, which built its entire golf business around Woods and thus has the most to lose from his failings, is still sticking by him. "He and his family have Nike's full support," the company said...
...Still, Tiger's camp seems prepared for the worst. "Suffice to say, we have had thoughtful conversations and his sponsors have been open to a solution-orientated dialogue," said Mark Steinberg, Woods' agent, in an e-mail. "Of course, each sponsor has unique considerations and ultimately the decisions they make we would fully understand and accept...