Tiger's return validates sponsors that stood by him
Or, make that “loyalty will pay,” as a minority group of sponsors that stood by the world’s most derided golfer look set to cash in on a wave of publicity that’ll surely reward their steadfast allegiance.
Yes, Tiger Woods is back, and the choice to end his hiatus at next month’s Masters – golf’s most storied and popular tournament – is an appropriate decision when you consider his well-publicized, high-profile fall from grace these past four months.
Yet while the pressure is surely on Tiger to play well at Augusta National, it may be totally removed for the sponsors who stayed more devoted to the golfer than he did his own wife.
Nike and Electronic Arts, the companies left standing in the Tiger Rubble that features departed sponsors Accenture, Gatorade and AT&T, have said in written statements they “look forward” to Woods’ return next month. They must be downplaying their excitement.
Already the highest-rated golf tournament of the year, the Masters are sure to be must-see TV this April when its audience changes from “old, mostly white dudes” to “old, mostly white dudes, house wives, bankers, church reverends and everyone else.”
Just as everyone had an opinion on Tiger’s downfall, everyone will too have an investment – whether supportive or not – in his return. Anyone who tells you they’re not at least a bit curious to see him back on the course, even if it’s just to see whether Elin’s there or he gets booed or not, is probably lying.
“This is going to be a heavily photographed, heavily videotaped, heavily YouTubed appearance,” Rick Burton, a sports marketing professor at Syracuse University, told the Associated Press about the Masters. “Tiger’s Nike hat, Nike shirt and Nike ball are all going to get a lot of visibility.”
Every practice swing, caddy conversation and water bottle sip from Tiger will be highly dramatized by CBS (why wouldn’t the Golf Channel make a push to pilfer ratings with a “Tiger Cam” feed showing Woods’ every move? -- people would rush to tune into that) and that doesn’t mean much for you and me.
But for Nike and Electronic Arts, it represents a ton of exposure for their brands and their spokesman, who will be talked about on every sports show, news show, business show, blog and call-in radio program across the world. For this set of circumstances, it appears – from a marketing standpoint – no association with an admitted adulterer can be a bad thing.
And while it’d be a great boost to Tiger's namesake if he can compete well at the Masters, advertisers might not even care how he plays – just that he does.
“When it comes to his brand it is irrelevant how he (performs),” John Sweeney, a director of sports communication at the University of North Carolina, said to the AP, noting any exposure where Tiger is back doing what he does best is positive.
“He is now a soap opera character in the tabloid reality show.”
By Jason Buckland, MSN Money
Posted by: joanne | Mar 22, 2022 4:43:37 PM
Can't wait for Tiger to return to golf. He is the greatest. Shit happens, let it go already.Good luck at the Masters. Goooo Tiger
Posted by: Lisa | Mar 22, 2022 6:02:06 PM
I'm with you Joanne. Tiger is the best there is. Go Tiger!! I'll be watching you, April 8th.
Posted by: Gary | Mar 22, 2022 6:10:41 PM
Go Go Tiger.....hope you do well....aahhh of course your going to do well....so is everyone else in golf.
Posted by: mabel Willetts | Mar 22, 2022 8:39:56 PM
It just seems to me the mediis just cant let go. They just love to rub salt in every article they wrtie about Tiger Woods. I think he has paid his dues now let him prove himself. M. Willetts
Posted by: dave | Mar 22, 2022 9:49:07 PM
There are a lot of folks who were jealous of Tiger wealth , hated because of his color and some who do not want him to break Jack's record, Hank Aron experienced the same hater as he colsed in in Babe Root Record, same hate. The media personalities hates him because he did not bow down to them , but instead brushed them off. And those self obsorbed egotists believe this is their chance to get even. They want Tiger to answer personal question they could not get an elected President Clinton to answer.
Posted by: LM Ridley | Mar 23, 2022 3:45:49 AM
Tiger Woods' talent at and participation in the game of golf is not a function of his "media popularity". Although I wish him and Elin well and hope they work out their problems, their marital woes are none of my business. Bravo to Nike and Electronic Arts for having the cojones to stick with Tiger through the exposé of his personal life, and I hope it pays off for them big time.
Posted by: Eva Dimitrov | Mar 23, 2022 7:04:36 AM
Tiger will never be able to sell himself as a role model !
Posted by: Roseland | Mar 23, 2022 7:28:27 AM
What's new? Whoever has money or power has this mistake in their life due to the influnce so strong. Tiger did not rape to them. Actually women persuade men and men persuade women who has everything.
Media should think before they write, what benefits to the people who read thier articles would get.
I cannot agreed more than anything above comments.
We like Tiger as a golfer and we will continue to support him whatever happen in his private life as long as its not a criminal.
Please continue your meditations and concentrate on your sport. We wish you all the best in whatever you do.
Posted by: JB | Mar 23, 2022 9:12:29 AM
Another "MASS MEDIA FEEDING FRENZY". How sad are the people who think nothing of destroying peoples lives, and even their own country with their thoughtless use of words, through the advertising available to them.
The media did the same thing to Sarah Palin........now people know the truth ......she was the best woman for the job as President.
She proved her credibility and could have got the job done if it hadn't been for the Media manipulating you people.
All this is doing is encouraging others, to deliberately do similar things to see if they can get the same publicity. I feel sorry for those who watch TV and believe everything they see.
Wishing you well in your tournament Tiger, happy to see you doing what you love. Obviously the
media is treating you like their personal yo - yo. Rise above it..... remember to think with
your big head ....not your little head.
What a sick and twisted system the media have developed. People everywhere are being manipulated
and they don't seem to recognize it nor care.
Posted by: yadotish | Mar 23, 2022 9:13:54 AM
The media and the people behind attacking Tiger have proven themselves to be hateful, jealous, and full of envy....scum. I sense a racism, a black man can't be rich and left alone on america.
Tiger has proven himself to be Human. Good for you Tiger. Now i will support Tiger and his sponsors. Furthure more, the wife knew from the beginning, thats why she can't divorce and take his money. Prior knowledge of his activities negates adultry. Therefore, she can't divorce Tiger on the grounds of adultry and take his money. Why doesn't the media scum talk about this? Because in that case, he didn't do anything wrong.
Posted by: Marjorie | Mar 23, 2022 10:22:28 AM
GO TIGER! I am pleased to see that you are trying to get on with your life, unlike many in this world. I am a 60 year-old woman and mother of three sons, and I have lived long enough to know that people makes mistakes and I am also pleased to know that GOD is more forgiving of us humans than humans are of other human beings. It always turns out that those who want to continue to execute Tiger with a fine tooth comb are the same ones who have tons of secrets in their closets. Play gold Tiger and continue to work on your personal life (with or without Elin). Most of all, if you continue to love and have a good relationship with your children - that will be the best bonus of all - even if you do not win another golf tournament. Stay strong - you looked much better in your last interviews. God bless Tiger - it is mostly the media guys (who have tons of dirt in their closets) that won't let it rest. Play golf!
Posted by: Vic | Mar 23, 2022 10:29:42 AM
I've got a real problem with media sticking their noses in peoples private lives. Just because Tiger Woods is the best golfer in the world, doesn't mean he is any less human. This whole "scandal" should have been a private matter between Tiger & his wife. Enquiring minds don't need to know.
As far as sponsors are concerned, it's their money to do with as they please, but. you can be sure Tiger will remember which rats jumped ship.
Posted by: Haris Pilton | Mar 23, 2022 10:58:48 AM
I just want him to talk dirty to me and make me sore.
Posted by: nadir | Mar 23, 2022 11:10:27 AM
Golf got Tiger where he is at, If has to get there again Golf will have to do it.
Is any golfer looking forward to Tiger missing the cut?
Posted by: ALLIE M FORD | Mar 23, 2022 11:19:25 AM
Welcome Back Tiger...I look forward to watching him play again. He made golf exciting to watch and what he does with his personal life is no one's business although the media has made it 'everyone's' business.
I wish he and Elin much success in the recovery of their marriage.
To those who judge I say this, "If there is just one of you who is perfect I will listen to what you have to say, but you still don't have the right to judge, for there is only ONE who can judge.
Back off - let the game continue - cheer not gear....
Posted by: FedUp | Mar 23, 2022 1:21:31 PM
Enough already. His personal life is his business, not yours. He is the greatest golfer (PERIOD)!!!!!!! Media you are a bunch of losers!!!!!!!!!!!!!!!!
Posted by: john | Mar 23, 2022 3:04:21 PM
should we also see articles about news and TV reporters who have strayed or slipped?
Or are they all soooo good and so lilywhite clean ?-
Posted by: Jess Armstrong | Mar 23, 2022 3:21:18 PM
I recently read a short article about forgiving a cheating partner at survivordate.com and I have to agree with the points that the writer raises that agree with some comments above. I hope his wife can truly forgive him and they can work on strengthening their relationship.
GOOD LUCK TIGER!!!
Posted by: J Hughes | Mar 23, 2022 3:53:14 PM
Icon or no Icon, if every person who got caught messing around was to lose their job. 2/3rds of the population would be unemployed!!!!!!!!! GO TIGER......doen't listen to the media fools..........your fans are behind you
Posted by: Dennis | Mar 23, 2022 6:05:36 PM
As a golfer I will be glad when this blows over so all of us can appreciate his god given talent.
Posted by: Don Wan | Mar 23, 2022 8:50:50 PM
All of you supporting Tiger are losers - the guy is as ugly as they come and they sleep with the money, He actually thinks they are attracted to him. Give a monkey cash and women will flock to him doesn;t really matter, Give a rabbit cash and women will flock to him. Tiger look in the mirror your UGLY BRO !!!!!
Posted by: Don Wan | Mar 23, 2022 8:55:41 PM
I hope he gets smoked on Tour and cry cry cry - he's a baby and a fraud, no one cares about your problems Tiger, fall flat on your face so we can laugh in the face of these loser that "support" a multi millionare "he really needs support" I would be embarrassed to say I "support" him. TOOLS
Posted by: "Don Wan | Mar 23, 2022 8:57:35 PM
Hey Elin - you are such a good real person - I know you would have still married Tiger if he worked at Walmart - What do you expect golddigger ?
Posted by: rick sewell | Mar 23, 2022 10:02:05 PM
Tiger Woods is the greatest golfer ever . he made a mistake leave him alone he is no differnt than 95 precent of all other males he just got caught
Posted by: milleniumking | Mar 23, 2022 11:54:55 PM
All you people who are badmouthing Tiger on here are so ridiculous. You know you will be watching the Masters wether or not he fails or succeeds, if you dont watch, i am sure that someone will mention it and you will be listening. Seriously, do you really think that Phil Mickelson is gonna be as successfull as Tiger? HAHAHAHHA! He has been on tour longer than Tiger and has not even come close to him and hopefully never will. I am sure that there will be someone else along the way that will be better than Tiger, but for now, he is the best so suck it up and realize that he is the best. Ignore all this trash that the media is spewing, just let him play his game. HE IS THE BEST.!!! GO TIGER, WILL BE WATCHING YOU FROM START TO FINISH MASTERS WEEK!!!!
Posted by: Lisa | Mar 24, 2021 8:38:30 AM
"Don Wan"...you DO realize the reason Tiger is loved so much is that he is the greatest golfer that ever was. Right?? Only the media, who make money off of selling magazines cares if he had affairs. The gossipers care if he had affairs. The golfers don't. However, Tiger is not making money off of people gossiping. He is making money because people, like myself, watch him GOLF because he's the best! (As far as Elin goes, and her feelings, that is none of our business now, is it?)
Posted by: Mustapha | Mar 24, 2021 2:02:25 PM
Tiger wood is just a simple human being, having lots of money and being famous can make a human mind a bit static and do silly things. Another thing, people should never make athletes row models for their life. Being rich and famous for been good a certain sport does not make him\her wiser than the rest of us.
Posted by: Patrick | Mar 24, 2021 2:25:44 PM
Tiger you came through a bad time, beautifully and I expect you will continue to be just exactly what your loving parents setout for you to be, a perfet son of God, proving we're not at all infalable. Good Golfing Man!
p/s It's so gratifying to see that Elin was so very forgiving and may God Bless her and keep her strong, all of us by times are chosen to bare a cross in our life. Love her a lot Tiger and be sure to tell her at least several times every day.
Posted by: C Raynor | Apr 2, 2021 11:38:30 AM
@ JB you've really got to be kidding me. You're obviously too shallow to contemplate anything. Anyone who thinks Sarah Palin should be president obviously doesn't know what they're talking about. She didn't even know what the role of the vice-president is! I think anyone who's "the best" should at least know what they're applying to do. Get your facts straight.
I agree the media has no business in Tiger's personal life but an the other hand I agree what he did was wrong and I think he deserved the concequences although they may have been extreme. I hope the whole issue won't reflect in his golf but if it does he's ultimately responsible.