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SBD/November 28, 2011/Marketing and Sponsorship
Tiger Woods Making A Marketing Comeback Two Years After Scandal
Published November 28, 2011
TIGER TV: DAILY VARIETY’s Michael Ventre noted “many would say Woods has taken the business of televised golf with him down into the bunker.” Though the sport's core audience of “upscale men 35-64 remains substantial (and an attractive one for high-end advertisers), golf has lost a big chunk of the more casual viewers, including women, who would tune in only to see Woods in action.” Woods' popularity was “so singular that it's difficult to see any player able to pick up his mantle.” Former Oakland Tribune columnist Art Spander said, “Rory McIlroy seems like a good kid, with some charisma. But I don't think Americans will follow him like they do Tiger." Ventre noted the PGA Tour in September announced it “had agreed to contract extensions with NBC and Golf Channel (both owned by Comcast) and CBS that last until 2021, despite Woods' uncertain future.” While terms of the deals were not disclosed, sources said that the tour “managed to gain increases over its existing deals.” A “key reason for that may be due to the meteoric rise in sports rights.” PGA Tour Exec VP/Communications & Int’l Affairs Ty Votaw said that the tour “operates from a different business model than most sports, with a unique major sponsorship mix that includes financial institutions, insurance companies, automakers, pharmaceutical firms and golf equipment producers” (VARIETY.com, 11/26).