IMG's Mark Steinberg has recently "initiated
advertising campaigns" for Tiger Woods with Nike, GM, AmEx
and others that "will attempt to humanize" Woods, according
to Hawkins & Rosaforte of GOLF WORLD, who write, "Clearly,
there lies a sense of humor behind all those swooshes." EA
Sports is filming an ad in which Woods, "in a parody of his
famous Nike ad, behaves like a klutz while trying to juggle
a ball on a tennis racquet." Steinberg: "When people see
that, they feel closer to him. Tiger's not a comedian, but
I think a little levity is good for him." Hawkins &
Rosaforte add, "The demonstrative, grim-faced Woods that
turned people off has become more lovable by toning down his
mannerisms on the golf course" (GOLF WORLD, 1/14 issue). In
a sidebar, GOLF WORLD's Ron Stark writes that Michael Jordan
"should soon be replaced as king of the endorsement hill" by
Woods, as Woods' endorsement deals "exceeded" $30M last
year, "even before adding" GM and a new Nike deal currently
under negotiation. Steinberg, on the impact of Woods' on-
course success on endorsement fees: "Where does the fee go?
It goes where we feel is fair, and where the company or the
licensee or the sponsor feels is fair." Woods' father Earl
added, "I have always known the value of Tiger. Other
people are still learning" (GOLF WORLD, 1/14 issue).
SNUBBED: GOLF WORLD's Geoff Russell reports that when
"Esquire" called IMG recently "to ask about doing a feature"
on Woods, the magazine was "told to buzz off" because Editor
David Granger was "the No. 2 man at 'GQ' back when" Charles
Pierce "allegedly used a hidden tape recorder to catch Woods
telling off-color jokes in a limousine, then published the
jokes" in a feature in '97 (GOLF WORLD, 1/14 issue).
