Not one to kick a man when he’s down but some of the numbers that surround Tiger Woods’ sponsorship deals are starting to reach the public domain. So lets look at a few of them and see which ones have a chance of surviving.
The Pepsi owned gatorade brand is one of the biggest at with a multi year $100m deal. Gatorade is a drink that aims to promote sports, concentration and clean success. The drink they have created is Gatorade Tiger, which you can see here.
Gatorade Tiger - Put a Tiger in your tank next time you need to perform!
I would imagine, if it’s selling they’ll keep it in their line up anyway and one thing he isn’t short of is coverage at the moment, despite his being in total hiding for over two weeks now.
They announced on Wednesday last that they would be withdrawing it, but that this was nothing to do with his personal problems. It’s a bit of a coincidence though isn’t it.
The long term damage for Gatorade’s brand is to be established but with Pepsi, they will distance themselves very fact if they need to.
These are the people that just escaped from the corporate clutches of Arthur Andersen that was brought down by the Enron scandal. They have it in their interest to both act and appear to be as clean as clean in a brand sense. Any sniff of a scandal will see them running for the hills.
They have just removed the Woods image that has been on rotation on their front page of their website. Oops.
Thierry Henry is allowed to cheat and put France through to the World cup finals and deprive Ireland from their chance to progress and yet he still seems to be acceptable to the brand.
But infidelity runs deeper and hits harder. We become a prudy bunch in the uK and the US even more so, so Gillette may well drop him altogether.
Or will they?
When Thierry had his affair with celebrity make-up artist, Sadie Hewlett, they didn’t drop him then, so maybe Tiger will survive.
Gillette's Roger, Thierry and Tiger - a really wholesome bunch of gents
I guess all eyes are on Roger Federer now to keep his end up (so to speak) and to see if they can make it a full house of cheats. Gillette hve aid they will be cutting back the role that Tiger plays in their promotional material.
Nike is obviously one of the names he’s most closely associated with and he appears to still be at least listed on their site.
It’s hard to say how high profile he was on this site before, but he’s now only listed under their athletes and even then he is last on the list. There are no other pictures of him on the front pages of the site at all.
That sounds expensive.
5. EA Sports
Tiger Woods golf for the Wii, is one of the only computer games I have ever played and I loved it. Its worth over $60m as a brand and I don’t believe this will take one tiny hint of damage. Maybe they’ll push him on the deal next time they renegotiate, but who else have they got in the game that is anywhere near as high profile?
There’s obviously others like Swiss watch maker TAG Heuer and AT&T who all help with his $100m a year sponsorship income, but for me, after this does down a little, most if not all will stick by him as a brand spokesperson if he continues to be good for their business.
He needs to realign his own brand a little. He can’t really claim the moral high ground anymore and he will struggle massively with some mainstream family brands, but if he adjusts his position to be a little more ‘laddy’ and works the media a little, he can possibly recover his status.
David Beckham did it by concentrating on being good at what he does and by being photographed everywhere with his kids, looking like he’s having fun.
Hot off the press
It’s just been announced that Accenture will be withdrawing from the deal with Tiger, stating that he is no longer the right representative for their brand. It looks like they are being as sensitive about any potential bad press as I thought they maybe. There will now be others following. Expect Gatorade to go more public pretty soon.
Filed under: brand values, branding | Tagged: Accenture, Andersen Consulting, David Beckham, EA Sports, Gatorade, Gillette, Nike, Pepsi, Roger Federer, Thierry Henry, Tiger Woods | 1 Comment »