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SBD/August 8, 2011/Marketing and Sponsorship
Freeze Tag: Tiger Woods, Tag Heuer End Sponsorship Agreement
Published August 8, 2011
TAMING THE TIGER? YAHOO SPORTS' Jonathan Wall wrote with Woods' game "still missing and sponsors wondering if he'll ever be the marketing magnet he once was, it shouldn't come as a surprise that Tag let the contract expire." Wall: "Woods doesn't have near the pull he used to have in the sports marketing world, and unless he can somehow find his game and start winning tournaments again, announcements of new partnerships with Japanese heat rub companies will probably become the norm" (SPORTS.YAHOO.com, 8/6). However, despite the loss of Tag Heuer, Golf Channel’s Gary Williams said Woods has yet to hit “rock bottom” from an endorsement standpoint. Williams: "He’s still got the swoosh, and until that is gone -- and he’s also got EA Sports -- that's rock bottom. If Nike, which has built its entire golf division around him and his brand, walks away from him, that's rock bottom." Golf Channel's Erik Kuselias: “I don't think Nike will ever leave him and don't think they’re going to have to leave him. ... If I were to predict, I would say this would be about as bad as it is going to get” (“Morning Drive,” Golf Channel, 8/8).