Dec 15

Eye of the Tiger

By Jake Industry News, Marketing, Misc. Posts Add comments

Tiger Woods is probably one of the biggest things to ever come into advertising. He’s an extreme talent that came into a game dominated by older men at a very young age. Sponsors couldn’t throw enough money at him. Of these early advertisers to latch on to Tiger, Nike is probably the biggest. It has been reported that Nike sees this recent flurry of alleged extramarital affairs as a blip in an otherwise heroic legacy. There are other big name sponsors too: Buick, Gatorade, Tag Heuer and Accenture to name a few. As far as I know, all of these sponsors have stuck by Tiger so far, with the exception of Accenture.

Accenture may have the right idea here: most of the world doesn’t know what they do, aside from sponsoring Tiger. These other brands have a tangible product , to which Tiger may bring attention, but from whose quality he certainly can’t detract (Gatorade’s drinks will still taste the same no matter what they do with Tiger’s contract).

I think it would be foolish for these brands to leave Tiger’s side now. After all, they aren’t likely to find a bigger star, and even if they find one in another sport, his career won’t be as long as that of a golfer. And after this blows over, he’s likely to remember who stood by him and who didn’t.

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