Tiger Woods is featured on the cover of BUSINESS WEEK
under the header, "Tiger Inc." Woods has "turned the
whitebread world of golf on its ear ... and positioned
himself as arguably the most sought-after pitchman in
America," according to BUSINESS WEEK's Stodghill, Grover, et
al, who note that IMG's business strategy on Woods, formed
under Hughes Norton, is "already under assault." For the
"short haul, Norton figured, Tiger should just sign a few
fat multiyear contracts with top-shelf companies. ... But
Norton's minimalist game plan is being rocked by the
maddening corporate crowd at the gate." IMG is reportedly
in talks with automotive and credit card companies, "but a
beverage deal might well be the logical move because it
would help Tiger broaden appeal to young people." Norton:
"We wanted him to connect with the grunges -- and the
grandmothers." But Richard Zien, ad exec of L.A.-based
Mendelsohn/Zien, notes the question is "whether he is so
closely identified with Nike that anyone will ever take him
seriously as a spokesman for a car or anything else"
(BUSINESS WEEK, 4/28 issue). AD AGE's Jeff Jensen notes IMG
is "limiting" the number of companies Woods will partner
with "to avoid overexposure of what could be the most
valuable brand name in sports." Jensen notes "while a long-
rumored deal with Pepsi-Cola Co. hasn't materialized,"
Norton is also "talking with other beverage marketers."
Norton is "looking to link Mr. Woods with a maximum of five
global brands, and will avoid the temptation to build a
portfolio to rival those of endorsement stars like Michael
Jordan, Jack Nicklaus and Arnold Palmer." Norton: "We're
learning lessons from those who have overdone it" (AD AGE,
4/21). Fortune magazine Editor-at-Large Roy Johnson
appeared on CNN's "Pro Golf Weekly" to discuss Woods'
marketing potential: "If he says the right things, if he
continues to comport himself well away from golf, that he
could have the kind of impact and reach that a Muhammad Ali
did on previous generations." Woods will be featured on the
cover of Fortune's next issue (CNN, 4/20).
HAD ENOUGH? WAIT, THERE'S MORE: Woods was a guest of
Michael Jordan at the United Center for Saturday's Knicks-
Bulls game. In Chicago, Phil Rosenthal notes after Woods
stood and waved to the crowd from his seat, "the place
almost detonated" (CHICAGO SUN-TIMES, 4/20)....This week's
NEWSWEEK runs an exclusive book excerpt from "Tiger: A
Biography of Tiger Woods," by John Strege. The excerpt
focuses on Woods' first trip to Augusta and his days at
Stanford (NEWSWEEK, 4/28 issue)....USA WEEKEND ran excerpts
of "Training a Tiger" by Earl Woods (USA WEEKEND, 4/20).
FUZZY VISION: Fuzzy Zoeller apologized yesterday for
remarks he made concerning Woods during the final round of
The Masters. Zoeller was asked about Woods last weekend in
Augusta, and his remarks were televised on CNN's "Pro Golf
Weekly." Zoeller said: "He's doing everything it takes to
win. So you know what you guys do when he gets in here?
Pat him on the back, say, 'Congratulations, enjoy it,' and
tell him not to serve fried chicken next year. ... Or
collard greens or whatever the hell they serve." Zoeller
appeared yesterday on CNN/SI regarding the remarks: "I am a
fun loving person, and I make jokes, cut jokes, all the
time. My apologies if somebody interpreted that into a
racial remark." Zoeller said he would "say something to
Tiger and apologize" to him the next time he sees him.
CNN/SI's Fred Hickman reported that KMart, which Zoeller is
a spokesperson for, called his comments "inappropriate and
offensive." Hickman noted that KMart will be reviewing the
situation with Zoeller and "will soon publicly share the
outcome of those discussions" ("CNN/SI," CNN, 4/21).
