Michael Rand started RandBall with hopes that he could convince the world to love jumpsuits as much as he does. So far, he's only succeeded in using the word "redacted" a lot. He welcomes suggestions, news tips, links of pure genius, and pictures of pets in Halloween costumes here, though he already knows he will regret that last part.

Follow Randball on Twitter

TFD: Tiger Woods and the marketing/endorsement impact

Posted by: Michael Rand under Golf Updated: December 11, 2009 - 3:59 PM

We can all agree that if Tiger Woods stopped doing any commercials, any golfing, any anything right now, he would still live lavishly for the rest of his life. (As long as he's still living, of course). That said, it's still interesting to note the results of this survey of more than 600 members of the "senior marketing professional community" by the Argyle Executive Forum. The question: 

Given the information you have at the current time, would you keep or change your celebrity endorsement business relationship with Tiger Woods if you were currently using him in your campaigns?

The responses:

I would maintain my relationship (22%)

I would reduce my relationship (14%)

I would increase my relationship (2%)

I would suspend my relationship (37%)

I would cancel my relationship (25%)

Add it up, and that's 76 percent who would either reduce, suspend or cancel (with 62 percent being either suspend or cancel). Again, these are people not directly involved in currently using Woods, so these are hypotheticals. But it is interesting to think about just how much of a hit his image has taken, at least as it comes to how marketers think they could sell him (and their products) to the public. No commercial featuring Woods has aired in almost two weeks. And an on-line bookmaker has even set odds as to which of his sponsors will drop him first. The line?

Gillette +800; Upper Deck and Net Jets +700; Electronic Arts Inc. +500; Nike +400; Accenture +350; TLC Vision Corp +350; Tag Heuer Watches +330; PepsiCo’s Gatorade +250.

According to this report, however, you'd better act fast if you want a piece of that action:

Several of Tiger Woods' corporate sponsors, including Pepsi, Proctor and Gamble, and Gillette, are in meetings Friday discussing whether or not the golf pro's actions in his personal life violated the terms of his multi-million dollar deals, a source close to the situation tells FoxNews.com.

And to think there was a time this year when his biggest problem was Y.E. Yang.

That's it for today. Stay warm out there. Or better yet: don't go outside. That'll show 'em.

ADVERTISEMENT

Post By Category

Arts (1) Books (1)
Movies (3) Music (6)
Hobbies (1) Fishing (1)
Society (3) Crime (1)
Sports (523) Baseball (1)
Professional baseball (786) Basketball (13)
College basketball (6) Football (1)
College football (118) Professional football (560)
Technology (1) Food and drink (14)
Politics (1) Transportation (1)
Employment (1) Career development (1)
Cooking (2) Pets (1)
Vikings (1075) Men (3)
Games (1) Gambling (1)
Commercial (1) Animals (3)
Dogs (3) Gripes (1)
Newspapers (1) Beer (6)
Minnesota wine retailers (1) Wine retail + marketing (1)
Bad driving (1) Commuting (1)
High School Sports (1) Family activities (1)
Style (2) Pregnancy (1)
Car buying (1) Retirement (1)
Shopping (1) Chickens (2)
Fruit and berries (1) Weather (1)
Internet (2) Twitter (2)
Video games (2) Web pick (1)
YouTube (1) Birds in the backyard (1)
Business trends (2) Loopholes (1)
Problems on the job (1) The rich get richer (1)
Airlines (1) Midwest getaways (1)
Road trips (1) Skiing (1)
Travel deals (1) Wisconsin (3)
Gopher road games (1) TCF Bank Stadium (1)
NCAA: football (124) Basketball on TV (2)
Gophers coaches (1) Frozen Four (11)
North Dakota (1) College hockey (20)
Fantasy football (12) Golf (84)
Minnesota state tournaments (20) Preps (8)
Soccer (93) WNBA (16)
Wild news (8) Wolves news (393)
NFC (2) Super Bowl (1)
Vikings coaches (1) Behind the scenes (3)
Celebrities (1) Dance (1)
Local TV and radio (2) Ex-players (1)
Injury report (2) Baseball wisdom (1)
Target Field (262) Twins fans (807)
Twins game coverage (17) Twins management (3)
Twins offense (1) Twins pitching (3)
NBA playoffs (1) Wolves draft news (1)
Wolves guards (1) Wolves players (9)
Values and morals (2) Miscreants (1)
Wild coaching (67) Wild game coverage (3)
Wild off-season news (1) Wild player moves (3)
Wild pregame skate (1) Wild trade news (1)
Movies (1) Buffalo Lake-Hector (1)
Ortonville (2) Brad Childress (1)
Stillwater (1) Television (2)
NHL news (97) Outdoors Women (1)
Olympics (2) Olympic hockey (1)
Glen Perkins (1) Health + Beauty (1)
Beer (2) Wine (1)
Public safety (1) Gophers (203)
Pen Pals (1)
Connect with twitterConnect with facebookConnect with Google+Connect with PinterestConnect with PinterestConnect with RssfeedConnect with email newsletters

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT