30 November 2009 - 18:40Is The Tiger Woods’ Brand Tarnished Or Not?

Earlier this year I wrote that the Tiger Woods brand is so strong that when he was out with knee surgery, major PGA golf tournaments had a significant drop in viewers. For example the Buick International was down 57%.  (see  http://tinyurl.com/y9857s2   ) What effect will the accident in Orlando and Tiger’s actions surrounding the accident have on the Tiger Woods brand?

I am sure that in the long term American Express and GM will be just as thrilled to have endorsement contracts in place as Tiger destines to be the greatest golfer if not greatest athlete of all time. However, in the short term, there will be some fallout and consequences. The first being the recent decision not to participate in the Chevron World Challenge. What an opportunity lost for Chevron and other sponsors of this event and the game of golf. The incident in Orlando would have spilled over to this week’s tournament, and imagine how many viewers would have tuned in to see and hear from America’s favorite brand icon. Would he have answered questions from the press? Would he be able to play at his best? Would the other players support him? Would his wife be at his side? The tournament would be great drama and the television ratings would be off the chart.

I am sure Tiger is getting sage advice from his lawyers and agents, but I would have loved to have seen him play and make a record number of birdies and eagles, hold up the trophy, give thanks to the tournament, players, and love to Elin. End of story.