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SBD/Issue 73/Sponsorships, Advertising & MarketingPrint All
Woods Started Endorsing Brand In '07, Had Been
Part Of Gillette Champions Marketing Campaign
Procter & Gamble "will not renew its endorsement deal with Tiger Woods at the end of the year, adding another name to the list of companies that cut ties with the golfer after last year's revelations of marital infidelities," according to the AP. P&G had used Woods, Roger Federer and "dozens of other athletes as part" of its "Gillette Champions" marketing campaign. But Gillette last Thursday said that it is "phasing out that program and not renewing the contract with Woods and several other athletes." Gillette "stopped using Woods in the campaign months ago." After reports of his infidelity surfaced late in '09, Accenture and AT&T "dropped Woods as an endorser," while Gatorade also ended its deal around the same time. Gillette and Tag Heuer at the time "didn't end their relationships outright but stopped featuring him in advertisements." Nike and EA Sports have "stuck with him" (AP, 12/23). Woods' endorsement deal with Gillette began in February '07 and expires at the end of this month, and Gillette said, "His contract ran its full term like many other athletes that were part of the Champions program. We are ending the Gillette Champions program after three years. Like any brand, we refresh our marketing efforts to ensure they continue to be relevant for our consumers." Nike on Thursday reiterated its support of Woods, saying, "Tiger is a Nike athlete. We are proud to continue working with him as we bring industry leading innovations to the game of golf" (WSJ.com, 12/23). Gillette Communications Dir Michael Norton said that the brand also is "cutting ties with" soccer players Thierry Henry, Kaka, Rafael Marquez and Lionel Messi. It is, however, "keeping other athletes," including Federer, Yankees SS Derek Jeter and Capitals LW Alex Ovechkin. Woods will earn an estimated $55-60M in endorsements this year (USA TODAY, 12/28).TIGER WOODS' Rotating sponsorship roster in the past year
CURRENT SPONSORSDEALS THAT HAVE ENDEDEA SportsGillette
Nike Accenture Tag Heuer AT&T NetJets Gatorade Upper Deck TLC Laser Eye Centers NOTE: Woods also has an exclusive column with Golf Digest, as well as a relationship with the Tiger Woods Dubai golf course project
A YEAR TO FORGET: USA TODAY’s Mike Lopresti ranks athletes for “hard luck, foul fate, infamous acts or ignoble defeat” in '10, and at No. 1, he lists Woods. Lopresti: “A winless season, a lost No. 1 ranking, a finalized divorce, and sponsors are still bailing out. Happy New Year” (USA TODAY, 12/27).
Orange Bowl Committee COO Michael Saks said that Discover is "tailoring programs to consumers" as part of its activation plans for the Jan. 3 Stanford-Virginia Tech Discover Orange Bowl, according to Sarah Talalay of the South Florida SUN-SENTINEL. Discover is in its first year as title sponsor of the bowl after replacing FedEx, "which earlier this year said it was not renewing after 21 years." Discover's "focus has been on offering its card members, who are also football fans, a chance to use Discover's cash-back bonus to purchase tickets" to the game. The tickets also "provide free admission to the Game Day Fan Zone, which otherwise costs $20 and includes entertainment and a chance to get your photo taken with the Orange Bowl trophy." All Discover card members, "even those who didn't buy tickets through Discover, will get entry to a special tailgate party at the stadium before the game." Discover Dir of Advertising Jennifer Murillo noted that some card members "have been invited to a rehearsal of the game's halftime performer, the Goo Goo Dolls, on Jan. 2." Murillo added that the game's new logo, which features Discover, is "printed on tickets and will be on key cards at hotels across South Florida." Talalay noted Discover "has put up electronic billboards advertising the game." Murillo "would not reveal how many card members the company has or how many have taken advantage of the Orange Bowl offers," but Saks said that "3,000 to 4,000 people are expected at the Discover Tailgate" (South Florida SUN-SENTINEL, 12/24).
DRAWING UP GAME PLANS: Taco Bell has launched a "Touchdown $5 Buck Box" in conjunction with its agreements with ESPN and the BCS. The college football-themed box includes marks from ESPN and each of the five BCS bowl games. ESPN will feature Taco Bell in its first "virtual billboard" on "SportsCenter" this week and next week, and the net will show Taco Bell integrated features on its BCS pregame coverage. Additionally, Taco Bell at the Tostitos Fiesta Bowl and Tostitos BCS National Championship Game will stage a skills competition called the QB Scramble. Chicago-based Intersport manages and executes Taco Bell's on-site BCS activation. Meanwhile, Hyundai will debut its national marketing campaign behind the '11 Sonata Hybrid during CBS' broadcast of Friday's Notre Dame-Miami Hyundai Sun Bowl. Hyundai Motor America's agency of record, Innocean Worldwide Americas, developed the campaign. Hyundai's title sponsorship of the game includes eight 30-second TV spots (THE DAILY).