Tiger Woods, the world's renowned as best golfer apologized to his friends and fans last Friday for the infidelities that made him leave the game in December for a wooly period of time. He said he is on his way back to therapy and planning to go back in playing golf. However, he did not mention when his biggest return will be and did not also gave false hope not to be this year.
Woods working out again his credibility as spokesman for corporate sponsors who have made his outrageous break in his golf career. The athletic gear maker Nike Inc. and men’s personal care company Gillette voiced out their support for him.
However, we can’t erase the big trouble in his personal life that this uncertainty may lead also for advertisers to take some pause. The scandal that deeply affect Woods since a car crash near his home last November has damaged his once-sterling persona in the eyes of consumers, and his ability to endorse corporations.
From this incident, business consulting firm Accenture dropped him from their advertising, as did telecoms company AT&T and luxury watchmaker Tag Heur except from Nike who considered Woods’ most important sponsor. And this decision of Nike according to Swangard, managing director, Warsaw Sports Marketing Center, University of Oregon, gives other advertisers cover to keep the golfer as a spokesman.
Experts noted Woods made wrong move by not taking control of this scandal earlier, not appearing in public and allowing his image to wither in sensational tabloids.
by: Christeen Gae D. Padilla
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