Tiger Woods will sign a two-year sponsorship deal
believed to be worth $10-15M with GM's Buick division,
according to industry sources cited by John Steinbreder of
GOLFWEEK. The deal calls for "Buick" to be featured on
Woods' golf bag when he plays in the U.S. For foreign
events, Woods will "probably have the name of another" GM
brand, "such as Opel, that will be more recognizable in
those venues." In addition, sources say, Woods will "be
expected to play in six of the eight Buick-sponsored events
on the PGA Tour." Steinbreder: "It is reasonable to assume
that he will be doing some appearances and both television
and print advertising for the company as well." Neither
reps from Buick nor Woods' reps at IMG "could be reached for
comment." Steinbreder notes a deal with Woods "would do a
lot for Buick," as attendance at Buick's four annual PGA
Tour events "would certainly rise, as would the corporate
entertaining and marketing opportunities. The tournaments
themselves -- and the Buick name -- would garner greater
exposure, both on the course and in the media." Titleist
had the rights to Woods' golf bag, but gave them up when the
company restructured its pact in October (GOLFWEEK, 11/23).
FSN's Keith Olbermann noted the deal last night on
"Primetime": "Since this is how the game works now, we're
not being specifically critical of Tiger, but on the other
hand, why do we have to subject you to another ad on behalf
of the automobile brand if they're not paying us to say it
or paying you to listen to it?" ("Primetime," FSN, 11/23).
TIGER TOUTS GAME SAFETY: Interactive Digital Software
Association President Doug Lowenstein says that his group,
in response to criticism over video game violence and the
ratings system, "has begun running ads" featuring Woods to
"educate parents and store clerks" (WALL ST JOURNAL, 11/24).
