The "timing" of Buick's $20M, five-year marketing
partnership with Tiger Woods "couldn't be better," as Woods
heads into this weekend's Buick Invitational in CA with six
straight PGA Tour wins, but the "big question is whether"
Woods can "drive sales of sedans whose average owner is old
enough to be his grandfather," according to Vlasic & Truby
of the DETROIT NEWS. Research conducted by MI-based
AutoPacific shows that the "median age of a Buick owner" is
67, but AutoPacific's James Hall said Woods' "youth could
help change" the company's "awfully old" demo. Buick Motor
Division GM Roger Adams: "When you look at us trying to
change our image, trying to be bigger in golf, and trying to
attract a younger, more diverse audience, all roads led us
to Tiger Woods." CBS' Saturday and Sunday coverage of the
tournament will be "rife with Buick commercials," two of
which "have a humorous, tongue-in-cheek edge." In one ad,
two "crusty" TV commentators "belittle Woods' chances of
making a tough shot," before Woods "banks a ball off the TV
tower, knocking it down and dumping the announcers in a
water hazard." Adams said Woods wanted the ads to "show a
lighter side of Tiger," which "dovetails with Buick's own
goals." Adams: "We are trying to get a lighter idea of
Buick out. We are trying to get people to shed that more
formal, some would say stodgy, image and to get to know us
for who we really are" (DETROIT NEWS, 2/10).
WOODS' MEN AND WOMEN: In Chicago, Ed Sherman writes
that "Tiger Mania II is expected to produce record crowds"
at the Buick, where Woods is the defending champion. CBS is
"expecting a ratings bonanza if Woods is in contention," and
the net is also "hoping for good enough weather to ensure a
Sunday finish," which is "not a given" (CHICAGO TRIBUNE,
2/10). In Detroit, Vartan Kupelian calls Woods Larry Bird
and Magic Johnson "rolled into one," as he is "doing more
for the acceptance of golf globally than Bird and Johnson
did 20 years ago in generating the revival of the NBA."
Kupelian adds that Woods drew 500 people when he teed off at
6:42am yesterday during a Pro-Am in Southern CA, where the
"population can be indifferent" (DETROIT NEWS, 2/10). Buick
Invitational Media Coordinator Rich Schloss "was hit" with
more than 300 credential requests and added, "We're running
out of space." Woods' agent, IMG's Mark Steinberg, said he
received more than 100 interview requests, ranging "from
Matt Lauer to the Christian Science Monitor" (ORLANDO
SENTINEL, 2/10). PGA Tour Commissioner Tim Finchem: "The
real test of Tiger's impact will be in the long term. Of
how his impact grows the game and helps change the look of
the game so it'll look like the rest of society, the rest of
the world." CBS Sports VP/Programming Rob Correa, on Woods'
impact on TV ratings: "The sales force sells an entire
season average and he bumps up the average, without a doubt"
(SAN DIEGO UNION-TRIBUNE, 2/9).
