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SBD/March 26, 2013/Marketing and Sponsorship
Nike's Social Media Shoutout To Tiger Draws Fans' Ire For Perceived Insensitivity
Published March 26, 2013
MEET THE NEW BOSS...: CBS' Jeff Glor said, "A game that’s been desperately looking for a new star for three years has suddenly found the old one is back” (“CBS This Morning,” CBS, 3/26). USA Today's Christine Brennan noted, “Nike will always stick with Tiger Woods, but other mainstream companies, they haven’t come back to Tiger. So the key question is, will they?” (“GMA,” ABC, 3/26). Meanwhile, in Toronto, Cathal Kelly writes Woods' game "has returned, but the swagger that once accompanied it is gone." Public interest "never ran dry," but it was a "distant admiration, a combination of schadenfreude and genuine pity." Part of what made Woods' decline "so compelling was that the dip in his professional form ran parallel with his personal implosion" as he fell to world No. 58 at one point. Kelly: "Over decades, we’re all several different people, shaped and reshaped by victories and setbacks. We rarely get to see that process at work. It’s happened here." This "new Tiger Woods may be the golfer we’re all familiar with, but in the course of clawing his way back, he has emerged an entirely new person" (TORONTO STAR, 3/26).
RANKINGS CRASH: In Abu Dhabi, Steve Elling reports the website for the Official World Golf Ranking "crashed ... just as the tournament was finishing" yesterday. Ian Barker, who runs the website, was asked if the "Monday finish and the popularity of Woods had anything to do with the crash." He said, "We suspect there may be a link" (THE NATIONAL, 3/27).