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SBD/March 29, 2012/Marketing and Sponsorship
Will Tiger Woods' Actions Allow The Public To Forgive Him, Even If He Wins The Masters?
Published March 29, 2012
TWO REBOUNDING BRANDS? CNBC's Maria Bartiromo reported EA Sports “was one of the few sponsors to stick with Tiger Woods during his sex scandal and subsequent slump on the golf course,” and two days after his first PGA Tour win since '09, EA "is out with the 13th edition of the 'Tiger Woods PGA Tour' videogame.” Bartiromo asked, “Perfect timing for two battered brands?” CNBC’s Darren Rovell said it was “good timing” for EA just days after Woods won the Arnold Palmer Invitational, but “sales of just one game, which was the fourth-best selling game in the country in April of last year, isn’t enough to move the needle for Electronic Arts." The company's stock is "down more than 18% over the last three months,” but Rovell said there is “optimism on the horizon for EA.” Regional brokerage and investment banking firm Stifel Nicolaus is “now rating the stock a buy with a price target of $21, based off ‘Star Wars’ sales and the success of digital games in general." Rovell: "EA said earlier this month that there were 1.7 million active subscribers to the online game. EA sent $200 million building the ‘Star Wars’ game. But unlike the 'Tiger' game, which consumers buy and then use for however long they want to, players of ‘Star Wars’ pay $15 a month to continue playing” (“Closing Bell With Maria Bartiromo,” CNBC, 3/27).