SBD/Issue 73/Sponsorships, Advertising & Marketing

P&G Dropping Tiger Woods As Gillette Endorser At Year's End

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 SPONSORS
DEALS THAT HAVE ENDED
EA Sports
Gillette
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).

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