My latest Sympatico column focuses on whether Tiger Woods can recover as a corporate pitchman:
For now, the recovery of the Tiger Woods brand seems just about as likely as John Daly winning another major.
That means there’s a chance “ but it is pretty damned slight.
Over the weekend, business consultancy Accenture decided the Woods brand was more a Cheetah than a Tiger and parted ways with the golf star. That followed the news Gatorade had yanked its Tiger-branded drink, and Tag Heuer was pondering its relationship to the golfer following his admission of marital infidelities and his decision to take an indefinite leave from the sport that has made him famous. Nike continues to hang in there, with company founder Phil Knight essentially saying that athletes will be dogs. In Knight’s world view “ and it could be accurate “ the fact athletes chase skirts is just part of the sports world.
“It is part of the game,” he told Sports Business Journal, adding the scandal will be viewed as a “minor blip,” on Tiger’s trip to greatness.
But will it? Or is Tiger’s image so broken, so tattered, that it can’t be put back together? Will companies want to be associated with him after the furor of tabloid headlines subsides?