Accenture dumps Woods while Gillette cools
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Consultancy firm Accenture has dumped golfer Tiger Woods after revelations about his private life.
Source: AP
The company, which has sponsored Woods for six years and featured him heavily in global marketing campaigns, says “given the circumstances of the last two weeks” it has decided the golfer is no longer the “right representative”.
Woods said on Friday that he would be taking an “indefinite break” from golf after admitting to “transgressions” and following several stories about alleged extra-marital affairs.
The news follows Gillette’s announcement that it would be “limiting” Woods role in its marketing campaigns to “support his desire for privacy”. Woods has appeared alongside football star Thierry Henry and tennis player Roger Federer in advertisements.
Last week, Swiss watchmaker Tag Heuer removed all in-store advertisements featuring Woods from its Australian branches, and indicated it may do the same worldwide while Pepsi-owned soft drink Gatorade has announced that it would discontinue a drink endorsed by the golfer.
Evidence has emerged that the controversy surrounding Woods could have sullied his image with US advertisers.
According to Nielson data, the last prime-time advertisement featuring the 14-times major winner was a 30-second Gillette spot on 29 November.
Woods is believed to have amassed close to £600m in career earnings since he burst onto the scene in the nineties, about 80% of which is believed to come from sponsors attracted to his image as a wholesome family man as well as sporting icon.
So far, the golfer’s major backer, Nike has continued to back the golfer.
Readers' comments (4)
Winnie | Mon, 14 Dec 2009 11:37 am
why do the ppl always expect celebrities 2 2 do things that are totaly different? yes bcoz he is World no1 when coming 2 golf but that does not change the fact that he's also a human being...he also go 2 breathe like me and u...i don c why Sponsors are discontunuing their sponsorships....
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Mozza | Mon, 14 Dec 2009 1:12 pm
He bleeds if you cut him. He sweats when he is hot, . He is the best golfer the world has ever known. So what if he has an appetite for extra marital affairs. He is human!
Sponsors deserting him is probably what some would see as damage limitation. However, the PGA has not barred him for bringing the game into disrepute and so we should give the guy a break and let him sort his life out.
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Anonymous | Mon, 14 Dec 2009 5:01 pm
I'm sure sponsors would have selected him in the first place and then given him shedloads of cash not just because of his unparalleled skill on the golf course but also because of his wholesome "family man" image. Now that that image is demonstrated to be a sham I would say they were well within their rights to stop using him, and were probably correct to do so. This is why I have little sympathy for him - he was happy enough to take the sponsorship dollar so would have known the risks attendant to his philandering...
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Boswell | Tue, 15 Dec 2009 9:53 am
I may not agree with all of the points made by 'Anonymous' but, unlike 'Winnie' he at least made them cogently and eloquently.
When oh when will the marketing community realise that "txtspeak" is deeply offensive to some and indicative of a lazy mind.....come on Marketing Week editorial, surely you can raise your standards of literacy?
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