With Tiger Woods facing another long layoff after a fourth back surgery, there are "questions about the return Bridgestone and TaylorMade will get on their investment" with the golfer, according to David Dusek of GOLFWEEK. Typically, endorsement contracts "run three or four years and pay a PGA Tour player a base sum to use a company’s equipment in exchange for the right to use his name and likeness in advertising." However, aside from "in-store displays and advertisements," the only visibility Woods has generated since playing last on the European Tour in February "has been for his course design business." Woods has only played in two official events in '17, and several people who are well-versed in endorsements deals "echoed an interesting concept last week: They no longer see Woods as a golfer. He is now a brand." From that perspective, investing in a relationship with Woods means a company "wants to align itself with what Woods represents, not what he may do on the course." Bridgestone Golf Senior Marketing Dir Corey Consuegra said, "We knew there was a risk that he may not be on the course. We studied, very closely, to determine how he affects our brand. ... The data was extremely compelling as to why he should be a part of our brand. Even when he is off the golf course." But the longer Woods is sidelined, the "longer it takes consumers to associate Tiger Woods with Bridgestone, TaylorMade or any other company with which he starts a relationship." Consuegra said that while Woods is not on the course, Bridgestone will "adjust how it plans to market their relationship" (GOLFWEEK.com, 4/25).
