How long will Tiger's sponsors stand by his side?
When Tiger Woods’ alleged extra-marital affairs came to light two weeks ago, the question wasn’t “Goodness, is it true?” – it was “Oh boy, what’s next?”
Since then, as might have been expected, a long line of supposed Tiger mistresses have churned their way across front pages, each rumoured link to the golfer more sordid than the last.
And who could blame them? When a chink was exposed in Tiger’s armour, it quickly became the perfect avenue for fame-hungry women across the country to step forward and get in on the action; hostesses, $8-an-hour waitresses, even porn stars have now claimed to have held transgressions with Woods.
But, perhaps remarkably, Tiger’s lucrative sponsorships have remained in tact despite the steamy allegations.
Of his annual US$100-million endorsement deals – with, among others, Nike, American Express and Gillette – near every company has stood by its man, denouncing the tabloid gossip as “private matters” that won’t sway their corporate relationship.
Quietly, though, one wonders two things: 1) is that really the case, and 2) with each day producing a more outrageous whack at the golfer’s image, will that stance endure?
Just today, in fact, Tiger’s brand name drink was discontinued by Gatorade. Only hours before, a crippling affair/cover-up story was published in the U.K.’s Daily Mail – a story alleging Woods was caught in a tryst with a Florida waitress and struck a deal to bury the issue by appearing on the August, 2007, cover of Men’s Fitness, a magazine under the same ownership as the tabloid that uncovered the assignation.
Are the two events coincidence? Perhaps, yeah. PepsiCo, on Gatorade’s behalf, said the move to drop Tiger’s drink has had nothing to do with recent events. Still, even the most ardent Woods defender has to admit the timing of the move is at least fishy.
When it boils down to it, Tiger has been able to avoid mass sponsorship recoil because his matters are considered private. He is not likely to suffer the fate of Kobe Bryant who, in 2003, was said to have lost as much as $50-million in endorsement deals in the wake of his rape accusation at a Colorado hotel.
Bryant’s case – because of the criminal element – was classified as a public issue, giving his sponsors just cause to dump the superstar. Woods’ endorsers, despite having the golfer’s image become at least temporarily as toxic as Kobe’s circa '03, don’t have the same luxury.
They will hold onto him for perception’s sake: a corporate bond made stronger by the trials of adversity.
But if more dirt, no matter the degree of truth, comes out on Tiger, it’s anyone’s guess as to how long that union will last.
(*Update: if you don't think the anti-Tiger movement is rapidly progressing ... see this ... and this.)
By Jason Buckland, MSN Money
Posted by: Lisa | Dec 9, 2021 8:51:43 AM
Wow! Everyone in the media, including this article, are having fun beating up Tiger Woods. Wow!
He made a mistake, possibly, I might add. We DON'T know for sure that he ever had, even one affair. However, we're all human, aren't we??
His personal life and his golfing have absolutely NOTHING to do with each other. He IS, proclaimed by many, the BEST golfer of all times! So, enjoy his golfing, and QUIT judging him! Are you god??
And...if you want to complain that he makes millions...o.k. billions now...it's because WE, the people, pay (not forced) to see him play golf. WE watch him on TV. WE pay to buy magazines and newspapers with him in it.
So...COOL IT...he's human!!
Posted by: mike lynch | Dec 9, 2021 10:52:57 AM
.If one were to put a camera on each of immoral life history the majority of us will be ducking for a covered wall. Besides, he who has no sin let him cast the first stone. The man Tiger has transgressed; many of us have had a chuckle. Lets recognized our own individual short comings and transgressions and leave all judgments to God less a camera of our own embarrassment befall us. We should remember also that the woods scandal has affected his wife and mother in-law. I am sure his mother -in -law recent admission into hospital might have been directly related to the stress of the scandal. Most of us North Americans might be unaware that the Swedes are very private people. Scandal like this has a very high impact of stress on the significant others (in-laws) directly related to Tiger Woods. Hence there is a need for caring and respect for this family who are still strangers to our shores based on their recent immigration
Posted by: Lorna | Dec 9, 2021 11:16:25 AM
I agree with Mike. Tiger Woods is still an awesome golfer, not withstanding his most recent troubles. The rest is between him, his family and his conscience.
None of us are so perfect that we can judge.
I wish him the best and hope for a little more understanding from his sponsors and the media.
Posted by: God | Dec 9, 2021 11:35:51 AM
Let me be the Judge. You are all created to my image.
Posted by: God | Dec 9, 2021 11:37:02 AM
Let me be the Judge. You are all created to my image. LOL
Posted by: Uranidiot | Dec 9, 2021 11:49:36 AM
Exactly what does this article have to do with 'money matters'?
I could care less which bag he puts his driver in, I am more interested in where that hundred million goes every year. How does tiger invest? Does he give money to charity? And which ones? Is he conservative or agressive on his investment philosophy? Will there come a day when we can stop calling him tiger?
Whoever wrote this article should feel shame to the highest degree. Clearly mo one reads your articles unless you write about trysts and smut. Leavethis garbage for that cunnY Perez Hilton. You write this is a private matter and that seems to be the likely cause of his endorsments stcking around. Maybe we should leave it private. Because let's be honest, when he wins his next major, no one will remember that he has a penchant for porn stars.
Lame.
Posted by: Skip Bezaire | Dec 9, 2021 12:14:23 PM
I am amazed at all the attention this is getting. Did Tiger strap a bomb to his body and blow up innocent civilians,NO. Did he embebezel billions of dollars from peoples life savings,No. Is he being given even a fair trial by his peers,NO. All of this attention given to his personal failings, which I might add we have all been guilty of in the past, such as not one but many priests and clerics molesting innocent children and turning entire lives upside down to satisfy their own sick yearnings at any cost. All of this attention to increase ratings and make the situation worse for his family without any consideration. How about all these so called women involved in these affairs. They didn't know the man was married with children?
One can only wish the same for them in their lives. Lots of money isn't the answer is it. I even know a C.Church here in our community that allows officials to morally judge the members based on marital status. How cruel is that for someone to endure when they have never even taken an unselfish breath in their own life. How discouraging to try and keep your faith intact when there are still people who judge others. My Christian teachings always conveyed that we shall not judge our neighbors. Hopefully Tiger will renew his faith in God and practice a life more in keeping with Gods teachings. Might be better than what is happening now to him and his family. Hypocrits, they seem to be everywhere don't they.
Posted by: mike | Dec 9, 2021 12:26:51 PM
remember BILL Clinton
THIS is A PUBLC FIGURE.
He should have kept it in his pants !!!!!IMAGE IS EVERYTHING.....
Posted by: Richard Rogers | Dec 9, 2021 12:33:06 PM
I find once again the better than God American Public are ready to attack a celebrity and drag them through the mud. It shows me that Americans have no self control and their lives are so boring that they have to do things like this. Maybe just maybe it’s time to follow everyday families around and let the whole world see how faithful they are to the standards they place on others. The people of the world are not concerned with what has or is going on in the Woods home, it’s only the old busy body’s of America that do that.The non Americans see how unfair the Americans are at times.Then the Americans want all of us to be like them, forget it Yankees’ just stay home and cannibalize your own people which you do extremely well.
Posted by: Olive N | Dec 9, 2021 12:37:38 PM
Caption on the above headlines is the overiding reason for unfair attack on Tiger Woods . The envy on his endorsements from his sponsors is clearly evident This guy has the talent , whatever he gets he merits . It seem that the use of freedom of speech under our so called democratic ideals have beem calously abused time and time by so called paparazi and mediocre journalism .
There's so much to write about that impact on human progress and global issues and they're often delibrately ignored in preference to trash journalism .
Wood as a young man has met the treshold for excellence that many of us even older than him can not dream of . Is the world so corrupt to the extent we have all become consumers of trash journalism ? The world is in crises with wars everywhere, hunger and starvtion is as much prevalent in developed conutries as it is in developing ones yet wealth among nations have qudrupled beyond the imagination of Adam Smith . For seasoned writers , this ought to be a challenge for focus rather than Tiger Woods private life .
It is time to stop the harrassement .
Posted by: Olive N | Dec 9, 2021 1:02:17 PM
In response to Mike , Clinton was an elected politician . While we may have reason to mirrow his personal conduct, it is not so with Tiger Woods . He is a product of his tallent which was helped by his father. It is on record that his father went through racial prejudice when he made attempt to play golf in his days .
Tiger Woods is what he is today because he played as genus under the guidance of his father .He broke the inherent racial barrier in golf and became the prism for youths in a game that was white and elitist.
We must write more about the origin of the econonmic meltdown and the corruption that brought woes to the nation . That way we engage into conversations that may bring awareness and change . Tiger Wood is a diversation we dont need
Posted by: Andrew | Dec 9, 2021 1:27:08 PM
I hope he wins the Grand Slam this year. I hope he and Elin do whatever they do privately and amicably and I wish everyone would leave Tiger alone. Take note, the next time you drive by a strip motel, take a look at not only the number of cars parked there (at any time of day) but also the type of cars parked there. One would guess that these people do not stay at these establishments, rather use them for their own indiscretions. This is rampant and I would suggest that a fair number of the people throwing stones had better look over their shoulder (or are they doing that already).
Tiger does not deserve to come away from this unscathed. He deserves what he gets; privately and professionally. What he doesn't deserve is 300 million judges watching his every move from hereon in. He has enough money that he can pack it in for good and go live on his 250 ft yacht and forget about everything. Does corporate America really want that? Does the PGA of America really want that? Does the Royal and Ancient really want that?
The very large unmentioned in all of this is Tiger's children. They are the ones who will truly suffer for this. A split home regardless of wealth is still a split home. Ex's fighting regardless of wealth are still ex's fighting. In this case it is magnified 300 million times. Imagine if every child of divorce in America could watch the unwrapping of their parents marriage on video. Have some compassion people.
Posted by: K. Tse | Dec 9, 2021 1:42:03 PM
Sponsors should dump Tiger Woods for his screwing around. His endorsements are based on public perceptions of his person. That has gone into the toilet. So should his $100 million benefit. Tiger needs to ask himself why Elin is not enough for his sexual appetite. His choice of women are not very high class. They also talk too much, which is what screwed him.
Posted by: K. Tse | Dec 9, 2021 1:43:29 PM
Tiger deserves to lose his endorsements. It was based on his personal image. That he dishonoured with his screwing around. The women were of less class as they talked too much. Tiger needs to ask why his wife Elin is not enough for his sexual appetite.
Posted by: Vince Abraitis | Dec 9, 2021 1:53:43 PM
I think the world needs a little reality check as to how North American laws are completely absurbed when it comes to mistakes of others. Be it Tiger made a mistake or not, it seems apparent that the laws will favour against him. In North America, blackmail tends to be illegal unless one has made a mistake in marriage....no reprocutions will be invoked on all the women who may be lying for a piece of his empire. It is illegal to hurt people, to cripple people, or to cause or have caused a workplace safety issue that resulted in loss of wages; but completly legal to destroy one's life that made the mistake along with his/her ability to continued earning potential, whereas the beneficiary to one's misactions (that will pass away over time), will reap rewards whether they move on with their life or not.
I think it is time for governments to remove the association of religion and money as being part and parcel. I am against deadbeats, however let's call a spade a spade. Breadwinners need not go broke due to marriage and commonlaw....it should be clearly understood that marriage is that for love and if unsuccessful, the non-breadwinners move on with their lives and at worst case scenario are entitled to a style of living they were accustomed to prior the marriage or commonlaw status. Let us not forget what a court would grant a child in payments from the supporter should they be a billionaire.....will be unheard of and now Tiger stands to lose endorsements which won't be reflected on payments to his wife at least within the first year??? Come on now!
In North America, you don't have a choice but to lose your empire to your ex whether you lived with them for 6 months or were married...this practice must stop. Perhaps Tiger had a bad relationship, but either way (aside from publicity...or as much of it), he would have had very little options to change this outcome (be it get divorced and move on).
It's all about money and the law allows for this abusive behavior. Statistics prove how very few marriages work but little is written as to the harm done by our crazy laws for the non-dead-beat folks of the world.
Enough about my ranting and raving along with some personal attributes and that of other loved ones. I have yet to understand why (blackmail aside---that should be illegal in North America) would these women come up to bat and say they had affairs with Tiger. Would it be for fun or simply to destroy his family or to "cash-in" with government subsidized permission?
Posted by: Rose | Dec 9, 2021 1:57:42 PM
Okay.. so he did the unthinkable and committed adultry... and yes this is against all the commandments in the Bible.. but we are not god to judge him.. this is a personal matter and has to be between his wife, his family, god but most of all with himself.. he will have to deal with this now and have this stigma attached to him now and forever... Like it was said ... this does not change the type of golfer he is... he is one of the greats and he deserves his sponsors... let his private life be just that private... if all of this happened on the golf course then yes.... public it then becomes... give the man a break... all these women are just out to make a buck and maybe get a picture and a story in a magazine...everyone makes mistakes... no one is perfect...
Posted by: THE PINCH | Dec 9, 2021 2:25:00 PM
.....just another example of telling a minority that he isn't good enough.....
Posted by: Andrew | Dec 9, 2021 3:39:36 PM
This will inevitably cause havoc in Tiger's ability to perform on the golf course. He has shown an incredible weakness in his persona and this will change the fear factor that kept many from beating Tiger on a Sunday. Tiger has potentially destroyed millions in endorsements and beat down an advantage he had in golf that was far greater than his ability to put the ball in the hole. I have been a Tiger fan since the 1996 US amateur but my guess is his golf will never fully recover from this transgression as many will no longer be cheering for him but heckling him instead. Sponsors will only hold out so long and when Nike goes the rest will follow. He will get sponsors again but he will in all likelihood lose his ability to earn $100 Million a year. If he doesn't all the power to him, if he does it was still a hell of a ride. I would change places with him in a heart beat, the pain he suffers now will never eclipse the glory he had.
Posted by: Max | Dec 9, 2021 4:04:57 PM
Though I agree this news really shouldn't be getting the attention it is and that there are more important things in the greater scheme of life than Tiger Woods' personal life, the reality is that he has now been exposed a liar (yes, we all lie, though I would hope not to the same degree as he has and not to our closest friends and family that were at his wedding). When he married his wife he made a promise to her and everyone attending, to honour her and love her- he spat on that when he cheated not once, not twice, but countless times (if the information we have so far is correct). Thus, he is not a man of his word and that is what I will take away from this whole thing. Maybe people don't care about a person's word anymore, but I think we would better off in life if people stood by their word and by their promises and stopped treating them as merely a statement made.
Posted by: Joanne | Dec 9, 2021 4:29:24 PM
I agree it shouldn't be getting this much attention, but I also agree that his sponsors should give him the boot. He is certainly not a role model for anyone, most of all his children. I read all the comments made here and then went back to see if they were men or women. Men are such small people without a lot of substances. I liked Tiger because I thought he was a respectible and clean individual, but LOW and BEHOLD, he is the same as any other man. I just want you all to know that women like golf too. I'm sure his wife can find better then him, all she has to do is look under a rock. I wish her all the best, she is a beautiful women with lots to offer someone that will treat her with respect.