Rolex signed Tiger Woods to a five-year endorsement
deal reportedly worth "as much as" $7M, which includes ad
spending, according to Melanie Wells of USA TODAY. Woods
will help Rolex "reposition" its least-expensive line of
luxury watches, called Tudor. Under the deal, Rolex will
create its first signature watch, a $2,000 chronograph
timepiece that will have "Tiger" featured on its dial.
Woods will also appear in Rolex TV ads from J. Walter
Thompson starting in July (USA TODAY, 5/28).
WHAT'S NEXT? BRANDWEEK's Terry Lefton reports that
Woods' agent, IMG's Hughes Norton, said a collectible deal
for Woods is expected before the end of the year, "likely"
with Topps or Upper Deck, and auto and beverage company
deals "could happen" next year (BRANDWEEK, 5/26 issue).
TIGER TALK: In Boston, Tina Cassidy profiled Woods'
marketability in a front-page feature: "[C]ompanies are
clamoring to sign Woods to long-term endorsement contracts.
His talent, looks, race, and personality, mixed with the
freshness he brings to a very old sport, make him an
irresistible corporate commodity" (BOSTON GLOBE, 5/27). AD
AGE's Rance Crain writes that Callaway Chair Ely Callaway
has hinted that there still might be some way for Callaway
"to capitalize on the Tiger Woods phenomenon without paying
money. I'm not going to tell you today. Maybe you'll be
interested in watching the news of golf in the next couple
of months" (AD AGE, 5/26 issue).
HONEYMOON OVER? Media commented on Woods' statement to
the press following his fourth-place finish at The Colonial
where he didn't go to the interview room, saying only, "You
don't need me; I didn't win." In Philadelphia, Bill Lyon:
"Tiger needs to learn to weigh every word before exhaling
it. Every sentence will have to be tempered" (PHILADELPHIA
INQUIRER, 5/27). USA TODAY's Rudy Martzke: "[Woods] owes
more than immature ducking of a news conference to the media
and fans that have helped vault him into the Michael Jordan
level of popularity" (USA TODAY, 5/27). In Dallas, Kevin
Blackistone: "In a few short minutes, a guy who had become a
media darling the past month and a half, and rightfully so,
looked like another prima donna and sore loser. Or, his
handlers allowed him to resemble one" (DALLAS MORNING NEWS,
5/28). Woods commented on his decision: "A person is not
required to go into a press conference unless they finish
first or second or the runner-up, that's it. And they want
me in there every day, and that's not fair to the players
who are winning, or who are near the lead" (ESPN, 5/26).
