The Real Losers in the Tiger Woods Scandal

One family has been destroyed, and millions have lost a role model. We know that these are the victims of Tiger Woods' depraved and selfish acts, but they are not the losers. The real losers in this whole affair will be the corporate sponsors who've just dumped a golden goose after what amounts to just another bread-and-butter scandal.

Yes, I know. I'm a monster. I'm insensitive and callous. But let me just try to make the case that Tiger is a huge value play right now.

Let's begin with the facts
Here's what we know about Tiger Woods and golf:

  • No doubt about it, the guy knows how to swing a golf club.
  • The Tiger Woods television effect is substantial. Nielsen data show that network TV ratings fell by almost half when Woods didn't play in a given tournament during 2008.
  • The Tiger Woods attendance effect at golf tournaments is substantial. Anywhere from 15%-25% more spectators show up to tournaments when the guy's playing.
  • Tiger's ability to sell products is substantial. The collective market impact of the whole affair on Tiger's sponsors was calculated at roughly $12 billion. (Personally, I'm a bit skeptical of these numbers -- but the point stands nonetheless.)
  • Golf is huge business. According to PGA estimates, the golfing industry has annual revenues of around $76 billion.

With the possible exception of Michael Jordan, no other athlete has so dominated a major professional sport (on and off the field) as much as Tiger. Athletes of this caliber, with vast commercial appeal, are precious resources and should not be disposed of hastily. And yet this is precisely what some of Tiger's largest sponsors have done -- apparently without consideration of what it will cost them over the long term. That's a big mistake.

Short-term thinking
What Tiger did was terrible and completely unacceptable. But assuming Tiger doesn't forget how to play golf by the time he returns to the sport, I suspect that the massive Tiger Effect is unlikely to diminish any time soon.

You realize it's only a matter of time before he does return to golf and does so with a serious vengeance, right? You really think an athlete of his caliber is not going to come back with a big point to prove?

From Bill Clinton and John F. Kennedy to Charlie Sheen and Kobe Bryant, we've witnessed numerous individuals who've not seriously suffered the long-term reputational and commercial destruction that is broadly and immediately assumed to follow a scandal of this magnitude. For Pete's sake, New England Patriots quarterback Tom Brady ran off with a supermodel as his ex-girlfriend announced that she was having his baby. No one even talks about that anymore.

Tiger could easily be even more popular in his return to golf than he was before he left it. True, nobody will ever think he's some clean-cut, paragon of perfection again. But does that matter? As P.T. Barnum said, "Any publicity is good publicity." And that is what is important -- at least from a commercial standpoint.

The real losers
That's why I seriously question the decisions of companies like General Motors, Procter & Gamble (NYSE: PG  ) , PepsiCo (NYSE: PEP  ) , and Accenture (NYSE: ACN  ) to drop (or heavily marginalize) Tiger as a sponsor of their products. After all, this situation is nothing that some time and a little humility can't repair.

Unlike other contemporary professional athletes, Tiger hasn't killed anyone. Tiger did not ruthlessly abuse helpless animals. As far as I know, he hasn't pumped his muscles full of illegal substances either. Tiger just had a wandering eye. And that is something that plenty of people can relate to personally.

You didn't see Nike (NYSE: NKE  ) running for the hills, did you? As far as athlete-related scandals go, this one is relatively tame. That was a smart decision, because Nike, along with Electronic Arts (Nasdaq: ERTS  ) and a few others, now have an under-valued asset nearly all to themselves. Those who've cut his services, however, have now just kicked a man when he's down. That's not something that can be easily undone.

What were they thinking?
Throughout all this, I can't help but think three things about the management teams at companies that cut their ties with Tiger:

  1. They're short-term, reactionary thinkers driven more by day-to-day public image concerns than long-term economic benefits.
  2. They're neither flexible nor creative enough to adapt to and solve a PR problem related to something so common that it affects many millions of families across the nation.
  3. They believe the public has no capacity to forgive Tiger -- ever.

Tiger play
Of course, Tiger's face shouldn't be plastered all over products in stores right now. He needs a lengthy time-out -- just like all public figures do after a big controversy.

But come on -- how many guys will stop buying razors or drinking Gatorade because their pitch-man attracted too many women? Many of these products are marketed precisely to help customers attract more women. Who do these folks think they're selling to?

Michael Jordan, by way of example, certainly has his history of serious flaws. But none of them ever stopped McDonald's (NYSE: MCD  ) or Coca-Cola (NYSE: KO  ) from fronting him. Even today, the Michael Jordan commercial engine continues strong.

With just even a smidgen of creativity, I could see Tiger's corporate partners even capitalizing from this situation.  But they're clearly not interested -- and I think that is stupid, myopic, and borderline arrogant.

Where the value is
If Tiger were a stock, I'd buy him right now -- not because he's a great guy and not because I feel bad for him, but because he's been oversold. He's a discounted and valuable economic asset that has serious long-term potential.

As for the companies that just dropped him, I wonder why corporate managers bought Tiger high and sold him low. Why are they always reacting to yesterday's news and failing to thinking about the future impacts of their decisions? It's all very disappointing.

But that's enough of my opinion. Tell us your opinion in the Motley Poll below.

Fool Nick Kapur owns shares of Pepsi and thinks Tiger should now endorse the Big 3: Alcohol, Tobacco, and Firearms. Accenture and Coca-Cola are Motley Fool Inside Value recommendations. Electronic Arts is a Motley Fool Stock Advisor selection. Coca-Cola, Pepsico, and Procter & Gamble are Motley Fool Income Investor recommendations. The Fool owns shares of Procter & Gamble. Try any of our Foolish newsletters today, free for 30 days. The Motley Fool has a disclosure policy.


Read/Post Comments (56) | Recommend This Article (70)

Comments from our Foolish Readers

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  • Report this Comment On January 11, 2010, at 4:15 PM, GrumpyOldGuy wrote:

    Good business move or not, the correct decision is to dump him. Tiger, and others that act like him, are an embarrasment to their sponsors, to their fans, and to their country.

  • Report this Comment On January 11, 2010, at 4:16 PM, biolasteve wrote:

    So when I first heard of the Tiger thing I immediately wondered what company(ies) might suffer the JNJ Tylenol contamination effect (so you can call me callous too I guess). Does anyone know of any businesses that have taken a fall that can be attributed to the Tiger scandal?

    As Nick says, Tiger is massively oversold, and whether you like him or not (I never have), I tend to believe people will watch him even MORE when he finally comes back after the scandal, and he'll be even hotter fare (for better and worse, now) than he was with his pristine image.

    NKE hasn't taken a fall...are there golf stocks? Maybe ELY (callaway) that should live and die on the popularity of golf? Any way to invest indirectly in the PGA, maybe through networks? I don't know, just thinking out loud here...

  • Report this Comment On January 11, 2010, at 4:27 PM, catoismymotor wrote:

    Tiger let himself be portrayed as the clean cut kid, the goodie-goodie of golf. In effect he lied to gain the confidence of his fans and sponsors. Now that the cat, or should I say *Tiger*, is out of the bag his legions of fans will not look upon or listen to him the same way again. Companies are aware of this. That will likely effect his earning power for the next decade.

    With that being said I think his best bet is to land a deal with a company that is not so concerned with crisp collars and Rolex watches...not golf related. Andre Agassi was the bad boy of tennis and had great success with Canon. Maybe El Tigre can make a similar go of it? Well see.

    Thank you for the article.

  • Report this Comment On January 11, 2010, at 4:30 PM, Fool wrote:

    One of the best articles I have read here in a while, even saying that, I seldom read poor articles on the Fool.

  • Report this Comment On January 11, 2010, at 4:37 PM, catoismymotor wrote:

    I forgot to add that I think EA and Nike did not let him go because they have too much time and money invested in their products that surround El Tigre.

    Fool on. See you at the 19th hole. :)

  • Report this Comment On January 11, 2010, at 4:55 PM, 6thTexasCavalry wrote:

    Nick...you sound like a person who is very loyal to your friends...and that's a fine quality to have...unfortunately the Tiger/Corporate sponsor thing is purely business...no company can afford to pay out money to a personality who's the punch line on Leno...in a couple of years this thing will all blow over and Tiger can hook up again with some big corporations...he's still young and his game will still be there...I expect him to eventually return to the Tour with a vengence.

  • Report this Comment On January 11, 2010, at 5:10 PM, clahow wrote:

    You made your point - money above morals. You are not necessarily a monster, but you obviously support

    "monster conduct". {So what if males commit adultery and devastate their families; it happens, move on.} This philosophy, that some in society - media, politicians, and celebrities are coming to embrace more and more is DEPRAVED. This attitude and practice is creating generations of dysfunctional individuals that will continue the disgusting practice of disposable relationships until no core family unit exists. That is anarchy and it's not that far away if deplorable behavior isn't confronted, held accountable, and punished. I've spent 35 years working with at-risk children; 90% plus who come from divorces where adultery was the trigger. Enough is enough. Sponsors will get screwed and that seems fitting in this case.

  • Report this Comment On January 11, 2010, at 5:25 PM, TheJeffster wrote:

    God forgives us, but we still have to die. In case you haven't heard, there are consequences to our actions. I would love for the market to take the attitude: "Oh, poor fellow, his stock went down, but he's such a nice investor, let's give him back his money," but that's not how it works. And by the way, unless you are witty enough to have made a play on words, Tiger had more than a wondering eye. We all fall short of perfection, but that isn't the point. A huge percentage of people probably cheat on their spouses, their taxes, even at cards, but that's not the point, either. We're all some sort of sinner. I'm sure a major part of sponsoring a spokesperson has to do with image, and I don't think it's a tarnished image they want.

  • Report this Comment On January 11, 2010, at 5:29 PM, whomalone wrote:

    If we as consumers are buying products simply because Tiger or for that matter another athlete endorses them, then we are the real losers. We should not complain whey they let us down.

    Tiger had made his millions and so have the companys that use him as a spokesman whether it be Nike, P&G or GM with their multi million dollar advertising budgets. Why should we as consumers pay for this portion of the cost of the product..

  • Report this Comment On January 11, 2010, at 5:51 PM, anotherjames wrote:

    Association. Will the average golfer equate use of a Tiger sponsored product with the ability to play better golf? To looking like a sleaze? or to an improved ability to pay $40,000 for a week long orgy on a yacht (something we can all relate too). The answer: all of the above.

  • Report this Comment On January 11, 2010, at 6:11 PM, username123456 wrote:

    Maybe the management of those companies that dropped Tiger have morals!

    Maybe the management said "you know what, we simply cannot support a guy who has no respect for his wife and kids."

    Maybe the management said, "people will respect our company more for not supporting this kind of ignorant behavior."

    A guy who has everything in the world, Tiger Woods forgo what was most important, his family.

  • Report this Comment On January 11, 2010, at 6:23 PM, riedldl wrote:

    I am willing to trust someone until they demonstrate they are no longer trustworthy.

    Mr Woods betrayed my trust and deceived me. I will never see him in the same light again. That is how I will feel about any corporation that continues their sponsorship of Mr Woods.

    I will get over this but I will never forget what has been done.

  • Report this Comment On January 11, 2010, at 6:38 PM, LILROGER wrote:

    Tiger is terribly hurt by the result of his escapades and his keeping private gives himself a chance to heal and assess what's important.

    My prediction is that Elin, who is both strong and smart will find forgiveness and together the two of them will work out a strategy to bring his family together.

    When this happens he'll be back as a new Tiger!

  • Report this Comment On January 11, 2010, at 6:40 PM, kosuke wrote:

    Nick:

    This article just simply lacks thought…….how on earth can you put companies like Nike/EA into the same category as Accenture/Proctor????

    Nike and EA can actually feed off of an athlete’s free-spirited and rebellious image.

    But, a company like Accenture sells Risk Management services…….it’s obvious that certain companies, just simply cannot be associated with such controversy in the short or long-run.

    Perhaps, a PepsiCo/Gatorade could have stuck by….but, the companies that have dropped Tiger really had no other choice, in order to salvage their corporate image.

  • Report this Comment On January 11, 2010, at 6:51 PM, kosuke wrote:

    Nick - are you serious? Your article simply lacks thought.....

    How can you put companies like Nike/EA in the same category as Accenture/Proctor.

    It is so obvious that companies Nike and EA can actually feed off of an athlete's rebellious/reckless actions....but, Accenture effectively sells Risk Management services.

    Some companies simply cannot afford to have their products associated with such controversy in the short or long run.

    I'll give you that perhaps Pepsi-Co/Gatorade could have stuck by....but, those companies that dropped Tiger really had no choice in order to salvage their brand.

  • Report this Comment On January 11, 2010, at 7:20 PM, wetlands001 wrote:

    All Tiger Woods product were to clearance immediately after the scandal. It is impossible to forgive such aberrating acts, just like Clinton's scandal. But again, knowing how polarized and liberal public can be, such ethical dilemma can be easily minimized by those with that are easily deceived by the media and the lack of fundamental principles. Economically, it was not the right decision for companies to dump Tiger woods the way they did, but ethically it was imperative to cut ties even if this meant a huge economic loss. We are sick and tired of these wood idols: Marion Jones, Barry Bonds, Alex Rodriguez, Sammy Sosa, Mike Tyson, O.J. Simpson, Michael Vick, Roger Clemens, and now... Tiger Woods. Who's next?

  • Report this Comment On January 11, 2010, at 7:31 PM, tkell31 wrote:

    First, there is no "disloyalty," it's a contract and he breached the morality provision. Second, if these companies didnt take the opportunity to get out of a horrible endorsement contract what kind of business decision would that be? Third, there will be many more guys like this to endorse their products who wont repel a percentage of the population. There is nothing preventing them to resigning the him once/if he ever gets back to golfing. Tiger strikes me as someone who needs a lot of counseling and it is quite possible his decision to be a recluse could be long term. Hell, for all we know he's on a boat with 15 women right now laughing about the whole thing.

    That being said we have the attention span of a gnat so if he came back, said he was sorry, 85% of the populace would move on to the next scandal du jour.

  • Report this Comment On January 11, 2010, at 7:41 PM, nojack wrote:

    Foolish article. In the real world, many will have nothing to do with the " fake " golden boy anymore. Being scammed leaves a bad taste in many a mouth. There are just a couple other golfers on the tour who can hit them straight, and smile once in awhile while they do so. Less arrogant, more fan friendly golfers who are NOT living secret obscene lives. I consider myself just a regular guy who is a decent family man and good values. A regular guy who just sold every share of his Nike Stocks. Don't want to add one penny of my cash to a Scam Artist. No matter how far he can hit a golf ball. Lojack

  • Report this Comment On January 11, 2010, at 8:49 PM, exseries7 wrote:

    To MF: My guess is that you did not intend to pimp

    Woods, but just wanted to start controversy.

    To: clahow: Lest you forget, females commit adultry

    too.

  • Report this Comment On January 11, 2010, at 8:50 PM, dcorley wrote:

    Morality...

    Or, is it PR...

    Who are the victims here?

    If you think about it, buying a product that was endorsed by Tiger is overpriced by the mere fact that Tiger was getting paid an inordinate amount for the endorsement.

    How smart could the sponsors be? They don't check on the lifestyle of their spokesmen?

  • Report this Comment On January 11, 2010, at 11:11 PM, Fool wrote:

    I think this article is right on! I wish I could approach stocks with such clarity... if only it were that easy..

  • Report this Comment On January 12, 2010, at 12:01 AM, Fool wrote:

    Dear investors,

    Check out Stephens vs Nike on youtube. In 2007 a young footwear designer and father of 4 was assaulted at the WHQ of Nike Inc. He has been fighting the company as a pro se litigant for 3 years. He was a good employee of 8 years with near perfect reviews. When he complained to upper management about the events you are about to witness, he was humiliated, degraded and thrown out of the company. Nike has stated that Mr. Stephens was "subjected to a bunch of crude jokes." They hired one of the largest law firms (Stoel Rives) on the west coast to crush Mr. Stephens and his family. All of the people who harassed and retaliated against Mr. Stephens are still working at Nike. His alleged aggressor who admitted on court record to grabbing Mr. Stephens received a promotion. Nike has put the safety of there employees at risk. There are 6 video's including a shocking conclusion you won't want to miss! Nike has been lying to there investors. This is all public record in the Washington County Court in Beaverton Oregon..watch and pass it on!!

  • Report this Comment On January 12, 2010, at 1:04 AM, Wokulski wrote:

    Your post is insincere at best and schizophrenic at worst.

    You try to CYA first by saying what Tiger did was terrible:

    "One family has been destroyed"

    "What Tiger did was terrible and completely unacceptable."

    But then your (apparently) true feelings show:

    "another bread-and-butter scandal."

    "so common that it affects many millions of families across the nation"

    "attracted too many women"

    "this one is relatively tame"

    So which one is it? Terrible and completely unacceptable or common, bread and butter, tame and the equivalent of "attracting too many women"? Since when are common, tame, bread and butter things terrible? Since when is simply attracting many women terrible?

    And the affecting millions of families cuts both ways. How many millions of spouses have been cheated on? Do you think they will be more or less likely to buy a product endorsed by Woods?

    And as a counter-example to you "all publicity is good" what about Barry Bonds, arguably the greatest athlete of the 1990s, winning 4regular season MVPs, breaking records left and right. But how much did he get in endorsements? Not much, all things considered, even though the Bonds effect (like the Tiger effect) was enormous, both on TV and at the park. And no doubt he could swing a bat. But there is more to product endorsement than athleticism. Bonds lacked the warmth, the charisma and charm (or was unwilling to fake it) necessary to make millions in endorsements. Image matters.

  • Report this Comment On January 12, 2010, at 1:41 AM, lennysims wrote:

    totally agree with you I posted a comment on this a few weeks ago

  • Report this Comment On January 12, 2010, at 2:55 AM, stawamas wrote:

    Maybe Tiger could become a sponsor for Viagra and Trojan?

  • Report this Comment On January 12, 2010, at 8:39 AM, SpunkyBunks wrote:

    Tiger will now always be labled as "stupid" for his behavior. Just like Vick, Pete Rose, Jose Canseco, and Mike Tyson. They were all heroes once too you know, before their behavior trashed their marketability and careers. I don't see how America will forgive and forget this incident so easily, ask those other fallen sports stars if life has gotten any easier for them.

  • Report this Comment On January 12, 2010, at 9:57 AM, mistral96 wrote:

    Accenture were they not old anderson consulting.

    Now that was a scandal....

  • Report this Comment On January 12, 2010, at 10:07 AM, TMFKris wrote:

    I've avoided reading about most of the Tiger debacle b/c I just don't care, so I don't have all the "facts." I think that if his wife wants, she should take him for at least half of everything and move the kids to Sweden. He had more than a "wandering eye," as you call it, and how lovely to still condone that men just can't control that primal part of themselves. Those silly vows, always getting in the way of fun.

    I agree the public isn't going to care in a little while that he failed as a husband and father and was kinda dumb to think someone as famous and rich as himself could sleep with women not his wife and it would never become public.

    Are the sponsor companies still possibly paying him on the sly and winking and nodding that when he "recovers" he can come back? Perhaps men will buy stuff he advertises b/c he's a sly dog who's got a supermodel and so much more. But that would make them manipulated idiots. Has drinking Gatorade got them any supermodels so far?

    Kris (MF copyeditor)

  • Report this Comment On January 12, 2010, at 10:12 AM, shlavens wrote:
  • Report this Comment On January 12, 2010, at 10:35 AM, KWT8011 wrote:

    "...in a couple of years this thing will all blow over and Tiger can hook up again with some big corporations..."

    pun intended??

  • Report this Comment On January 12, 2010, at 11:22 AM, gt1135 wrote:

    I have to admit, that I went to GameStop hoping to pick up a used copy of EA Tiger Woods 2009 or 2010 for a good price, thinking maybe people sold them back because they don't like tiger anymore. Unfortunately for me, this wasn't the case. People really don't care as long as he promotes good products. I own a tiger woods (nike) driver, a tiger woods video game, drink lots of gatorade and never thought for a second to stop any of these because maybe the guy's personal life is in the news. People need to realize that business and personal life can and should be seperate.

  • Report this Comment On January 12, 2010, at 2:35 PM, lindro wrote:

    IT'S GOLF, YOU FOOLS. IT'S GOLF! ONE OF THE MOST BORING GAME IN THE ENTIRE WORLD.IT'S NO WONDER OUR PRIORITIES ARE SKEWED WHEN HITTING BALLS WITH A STICK INTO A HOLE CREATES HEROES.

    When are we going to see real heroes getting multi million dollar contracts? Doctors Without Borders healing people in dangerous environments; soldiers who lay their lives on the line for God, country and YOU; researchers who dedicate their lives to finding cures for devastating diseases; everyday people who volunteer their time to help the unfortunate.

    Now THAT would be something for our youth to emulate.

  • Report this Comment On January 12, 2010, at 8:05 PM, SILVERADO98 wrote:

    I agree 100% with lindro. The people mentioned are the real heroes. If all the advertising dollars could go to these groups the world would be better off. I couldn't care less about celebrity and/or athletic endorsements. I'm more apt to not purchase a product that uses celeb/athlete endorsements because of where part of the price is going.

  • Report this Comment On January 13, 2010, at 10:09 AM, smikey055 wrote:

    SO, HOW DO YOU BUY STICK IN TIGER WOODS?

  • Report this Comment On January 13, 2010, at 10:10 AM, smikey055 wrote:

    "STOCK" NOT "STICK"....NEVERMIND

  • Report this Comment On January 13, 2010, at 11:57 AM, michele349 wrote:

    I think a lot of people are missing the point of the article. The writer is simply trying to demonstrate that the way these sponsors reacted to Tiger's alleged infidelities says a lot about how they tend to manage their companies. Some of these sponsors made a knee-jerk reaction by cutting Tiger out of their campaigns and distancing themselves as much as possible from the so-called scandal. That action makes me wonder how they react to other situations, controversial or not (rumors of government contracts, FDA approvals, etc).

    Yes, adultery is wrong. Yes, Tiger should accept the consequences of his actions. But believe it or not he didn't commit an unforgivable sin. Even the President of The United States committed adultery and the public just glossed over it. Plenty of men (and women) have cheated on their spouses, learned the error of their ways, and moved on to become better persons. The full consequences of Tiger's actions though are between him and his wife. She is the one he betrayed. He didn't vow "for better or worse" with the American public. If he violated some morality clause in his sponsorship contracts then yes, his sponsors had the legal right to terminate the contract. But he didn't make any personal promises to me or any other member of the public. Perhaps it is us who need to examine ourselves. We just assumed because we didn't see any skeletons in his closet that he didn't have any. I'd caution against putting any celebrity on a pedestal - it just makes for a longer fall.

    On another line of thought, a major tenet of our society (here in America) is the right to due process - innocent until proven guilty. Just because someone claims to have had an illicit relationship with another person doesn't make it so. I'd be willing to bet a good half of these women are embellishing, exaggerating, or outright faking their stories just to get a little publicity themselves. As Barnum said, "any publicity is good publicity."

  • Report this Comment On January 13, 2010, at 12:27 PM, Sivster wrote:

    The companies that did it, I think did it because they knew that a large proportion of Americans are religious and will not support products that continue to use Tiger in their ads.

  • Report this Comment On January 14, 2010, at 8:11 AM, syrtis wrote:

    “We must all suffer one of two things: the pain of discipline or the pain of regret or disappointment.”

    Tiger has made the club house turn.

  • Report this Comment On January 14, 2010, at 8:56 AM, 000127 wrote:

    Are kidding me. Why don't you ask all of the folks, thousand upon 1,000, in different countries as well, how much they love being laid off. They won't be working because they'll be less spectators, less sponsors, less food, beverages, clothing lines, ticket and gate workers, drivers, golf club manufaturers, repair shops, ect, at all of these golf tounaments and surround the game of golf. Tiger was selfish,,,,,,,,worse, he lied on his web site.

    I would bet a few dollars that steriods will be the next and final blow to seeing tiger on the tour. Hitting a 7 iron 205 yards........are you kidding me.

    Finally, is the author of this article really that selfish. If he had daughters I think he may have taken a different view. Tiger lied, worse that his selfish acts. Wait for the shoe to fall,......steriods.

    Be healthy one and all.

  • Report this Comment On January 14, 2010, at 9:03 AM, 000127 wrote:

    i agree with the "due process argument presented earlier. This is so very true.

    However, Tiger does have a contract to our kids, young adults and the rest of us who pay to watch him play. We buy the products he promotes and uses. We pay to play golf. He has let us all down so Yes, he very much had a contract with the spectators. He broke that trust and scarred the PGA and USGA. (Which I am a member)

    He has no problem making 48 million dollars a year from the tax paying consumer, and now you say he has no obligation to us. Bull. He selfish to all of us. He was selfish to the stock holders who have lost millions, biullions because of his actions. He does owe and he should repay. I don't know how but he sould.

    If companies are losssing stock valve, which they are, (estimated to be $12 billion dollars) they should cut out the issue or problem that is causing them to lose money. That's simply good business. They aren't in the Charity business for a million dollar man golfer. Please, stop supporting these spoiled get rich quick althletes that want it both ways.

  • Report this Comment On January 14, 2010, at 2:41 PM, halbiz wrote:

    I do not agree. If Accenture didn't bother to find out about Tiger's extracurricular affairs (apparently fairly easily done by asking a few people in Las Vegas), then how are they going to research your business and help you out. Considering the amount of money they invested in Tiger, would you want to use this advisor to do your research and manage your investments?

    Give me a break. There was a major disconnect there. Not good business and not good advice. I think Nike will have second thoughts as well. They bought high and will sell low.

  • Report this Comment On January 15, 2010, at 11:57 AM, RobertC314 wrote:

    There's a lot of information we don't know. I liked the comment about this being a good excuse to break the contract. Do we think any of the companies who "dropped" him are simply using this as a chance to drop the contract and re-negotiate at a nice little discount?

    As for "kicking him while he's down"... I can't really get behind that one. "Down" for Tiger is still not something that I can relate to.

  • Report this Comment On January 15, 2010, at 11:59 AM, Ophidian wrote:

    Accenture -- a silly name, created to rehabilitate a damaged brand -- was a company few ever heard of. They got more publicity for dumping Tiger than for having him. Anyone who would use a "risk management" company because they sponsored a golfer, no matter how great, is ludicrous. I hope they don't pick a surgeon that way.

    Woods cheated on his wife, not his game. If that makes him less enjoyable to watch, don't watch him. I find watching golf somewhat less fascinating than watching grass grow, but I doubt that most serious fans of the game care where he is putting off the course.

  • Report this Comment On January 15, 2010, at 12:02 PM, Tomtherailnut wrote:

    Tiger sold himself as a clean-cut moral INDIVIDUAL athlete, not as part of a team. You can't bury your sins as part of 11 people on a football field when you play golf.

    The fact that the first thing we heard of this scandal is that his wife wanted to renegotiate her pre-nup to shutup shows that they both recognized that his entire fortune was based upon being the "family man" we can trust when buying Buicks, or the great solo athlete when buying Gatorade. Regardless of what the folks on the Right and Left coasts believe, those of us in "fly over land" don't approve of our spokespeople spending more time in the sack with a bevy of beauties than Hugh Hefner. WE kinda like "normal". WE just want Tiger to suffer along with one woman like the rest of us . . .

    Another issue that nobody is talking about is that most white people thought of Tiger as a black man who lived "white". Right or wrong, those same people who admired him for that now say he is just like their stereotype of all the other black athletes who have tarnished their careers with dog fighting, drinking, drugging, wild womanizing, etc. It is a shame folks feel this way, but it is at the back of every sponsor's mind that they lost a spokesperson who reached both blacks and whites, so his value is pretty darn low as a pitchman right now.

    Except for condoms - apparently there aren't any little Tiger Cubs roaming around from these escapades! Maybe Tiger should launch his own branded condoms!

  • Report this Comment On January 15, 2010, at 12:25 PM, profittkr wrote:

    C'mon Fools. Even golfers (and investors) know that sex sells. How many athletes, actors, etc are celebrated because of the number of romances they indulge in? If it wasn't for the unfortunate finger ring Tiger would be even more the king. He just needs to come clean and say he realized he wasn't ready for marraige and all will be right with the world. Stawamas has it right; a new generation of sponsors will happily renew Tiger's fortune. Picture the condom add...'When you've been in as many holes as I have' or the cross sell with club grips. Lighten up.

  • Report this Comment On January 15, 2010, at 1:06 PM, Bret28 wrote:

    Well another thing to be thankful for I am a man and not your wife. Good Lord

    Bret28

    I wonder what all the other tour wives are thinking and since hi caddy just got married I wounder what his wife thinks The lady who housed the Frank family during WW@ just died. she was a real hero

  • Report this Comment On January 15, 2010, at 1:15 PM, profittkr wrote:

    I'd bet the other wives are all having a look at hubbie's cell phone but it was after the biggest 'delete history' party in sports. Maybe the wives should consider why some of the top lady golfers are coming out with their own calendars. Sounds like you could have read the diary when it was first published.

  • Report this Comment On January 15, 2010, at 1:31 PM, camf100 wrote:

    I live 10 minutes from Tiger, there is a small but specific group of people in the Orlando area heavily affected by this; those of us in the TV commercial production business that make his commercials. A couple times a year, "Tiger week" happens, where part of a local golf course is blocked off for several days as Tiger goes from set to set, sponsor to sponsor shooting the next batch of commercials. Probably 100-150 people are involved in set construction,equipment prep, etc Some for days, some for weeks, before the camera ever rolls, not including the agency who started the spot long before.

    In a time when production is hurting, especially in Orlando, he will really hurt some pocketbooks directly.

  • Report this Comment On January 15, 2010, at 4:35 PM, profittkr wrote:

    Sorry to hear of the impact on your family. However, without the tacit agreement of many of you around (making money off) Tiger, these escapades couldn't have stayed hidden for so long.

  • Report this Comment On January 16, 2010, at 12:29 AM, fultimr wrote:

    How about the companies taking the cash previously slated to compensate Tiger and maybe rewarding the shareholders with a dividend and/or offering rebates to the consumer if purchasing the products that they offer? I've never had a strong opinion on Woods either way as the game of golf never captivated me like it has so many others, but in today's economy I can understand why these companies would want to distance themselves from Woods. GM already has enough of a PR-headache with the aftermath of bankruptcy and taxpayer-funded bailouts.

    I don't mind shelling out for a new car if I have a good idea that the money is helping to keep at least the engineers, plant workers, and others vital to the product's creation in decent paying jobs. If I get an idea that the price of the vehicle has been inflated in order for Tiger Woods to sustain a life of deceit and dishonesty while feeding his exponentially growing narcissism, then I'm not buying it.

    I'd never say never. Even Michael Vick managed to get another chance. But Woods doesn't even appear anywhere close to expressing any meaningful regret for his conduct. For all we know, these sponsors might have asked Tiger if there were additional skeletons in the closet after the the story first broke. If he perhaps didn't come clean then and there and GM, Pepsico and Accenture had to find out from the media like everybody else that his story was only getting worse, then they may have had no other choice at that point.

  • Report this Comment On January 16, 2010, at 10:57 AM, LittleJD2007 wrote:

    I would like to start by saying Tiger was wrong for what he did. I professed my vow to my wife and I will stick with it "til death do us part". Even after if something were to happen I dare to say. Because a replacement would be like winning the powerball lotto ten times straight. Impossible. Shes Hot!!

    Though it just goes to show how the media could decide to turn the light on you and pick your life apart. ??? Was it really our business what Tiger was up to? Mrs Tiger had to know this was going on long ago and was ok with it until the media shed light of the situation. If my wife was not coming home and doing strange things I would know something was up. I know her. It just seems that the more technological we become the more the media is able to control almost every situation. Wars, Lifestyles, The Economy..........Its all Doom & Gloom and its driving us down. I am getting to the point that no news is good news, right.

    This Tiger scandel is seriously going to affect the small businesses more then the large corps like Nike GM.....And the small businesses are the real hardbeat of America. Think of all those small businesses you have never heard of are going to be affected by Tiger not playing. When more then half the people attending these tournments were there for Tiger. I hope the media is happy selling their bad news. Just another pothole I quess to our economical recovery. As for the golf industry without Tiger; we can only hope Phil Mickleson can pick up the lost lime- light.

  • Report this Comment On January 16, 2010, at 9:28 PM, hegibson wrote:

    It is sad when an "industry" is so tied to one personality. No doubt Woods is a great player, but there have been great players in other eras and there will be even greater players in eras to come. Sadly again the current culture's memory has been greatly diminished to what occurred thirty seconds ago. Kneejerk reactions and hysteria are the order of the day. To tie a product to a particular personality, well, has its risks. Tiger, Smiger or whoever, is a risk and when it all goes south, well, you pay. The question is do you "stand by your man" or do you do damage control and move on? Do you pick another personality only to have to pick another personality? If I buy a product because some high profile personality is associated with it, rather than the real merit of the product, then shame on me for not doing a proper evaluation. The advertising moguls have done an incredible job convincing businesses that they can get people to buy their products even when they do not want them or need them. Much of it is an appeals to fear. If we base our decisions upon emotion then we are more likely to ignore logic and reason.

  • Report this Comment On January 17, 2010, at 5:31 PM, mayach wrote:

    It is knee jerk reactions of all this companies.

    how is personal life related to advertising?

  • Report this Comment On January 18, 2010, at 10:06 AM, BobMichigan wrote:

    BTW - GM had "dropped" Tiger way before the scandal, probably because paying him millions while getting taxpayer money was it's own image problem. Agree or disagree with it, it was not a "kneejerk" reaction.

    I wholeheartedly agree that Tiger sells tickets to golf events, and ratings on golf TV. I really question the premise of any celebrity endorsements.

    I am personally a big fan of Brett Favre. I could give a flying rat's a$$ what car he drives, what pants he wears or whatever. If I was in the market for a football helmet I might listen to him. Same with Tiger, beyond what golf clubs he uses, why would I care what he says?

    I think that the public pretty much understands that Tiger's enthusiasm for all things Nike is due entirely to a paycheck. If things had broken otherwise, I have no doubt he would be a reebock fan.

    As far as the poor deluded souls who have written that they were betrayed; unless you are his wife, Tiger owes you nothing but his best effort on the golf course. If your life is so destitute that the life of a golfer that you have never met can affect you that much, you need to seriously rethink things.

  • Report this Comment On January 18, 2010, at 12:51 PM, Cqqldude wrote:

    I've been a big fan since he was a junior in college. I, along with legions of fans are extremely disappointed. But, as the quote goes, "greed is good" his economic interest by corporate America will continue, regardless of any moral objections out here. That's life in the big city.

  • Report this Comment On May 12, 2010, at 4:29 PM, yosemitebean wrote:

    Tiger's wife Elan, his two children, and his mother were the ones who really were hurt the most, and it is a hurt that will keep on giving for years to come I'm sure. I will never buy anything that he endorses again. The guys a real loser. Elan can find better. How could she do any worse?

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