Tiger Woods signed up as Rolex ambassador
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Golfer Tiger Woods has been signed up by Rolex for campaigns despite branding experts saying the sportsman could be toxic as a brand ambassador.
Woods, who was exposed as an adulterer in 2009, found sponsors deserting him once the scandal became public. Gatorade, AT&T, luxury watch brand Tag Heuer, Gillette, Accenture and Golf Digest all distanced themselves from the sportsman.
Only last month an Ipsos Mori poll of celebrities and brands showed that Woods is be the riskiest brand ambassador. Almost a quarter (23%) of those in the US and 19% of respondents in the UK said that Tiger Woods’ misdemeanours made them consider stopping buying products that he endorses, more than any other celebrity.
However, Rolex says it “is convinced that Tiger Woods still has a long carer ahead of him and he has all the qualities required to continue to mark the history of golf. The brand is committed to accompanying him in his new challenges”.
Rolex has a long-standing relationship with golf and other sports, such as tennis, and partnerships with a number of other golfers.
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Readers' comments (12)
Anonymous | Fri, 7 Oct 2011 11:04 am
I'll never wear my Rolex again. I can't believe they would sign Tiger Woods.
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Anonymous | Fri, 7 Oct 2011 12:15 pm
Well done, Rolex.
He is admired as one of the world's greatest sportsmen ever and is now recovered.
Two more championship wins and he will be very very good for Rolex
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Anonymous | Fri, 7 Oct 2011 1:14 pm
I'll never wear my Rolex again either. . . oh wait I don't have one! Come to think of it I don't even play golf!!
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Anonymous | Fri, 7 Oct 2011 2:49 pm
I have collected 5 watches and would have liked a Rolex. Not now though.
How Tiger can accept the Rolex endorsement and keep a straight face baffles me.
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Dp | Fri, 7 Oct 2011 4:12 pm
Funny after 2yrs - some people think they still are so virtuous they need to not only judge tiger, but any reputable co he associated with. I hope rolex and tiger do well. I'm sure these negative people have never sinned in there whole life?? Go tiger!
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tom o driscoll | Fri, 7 Oct 2011 5:49 pm
ha ha . never wear rolex again such bull, remember the person who never made a mistake never made anything ..good on ye tiger , now find a nice irish coleen and make a new beginning .. ask g-mac to do intro , see what he did for Darren ..!
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PTnen | Fri, 7 Oct 2011 5:50 pm
I'll be disposing my Rolex I received in 1984. It is now toxic.
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Anonymous | Fri, 7 Oct 2011 5:51 pm
Tiger is one of the most disgraceful people ever. Not only is he a cheater and a liar, but in a lot of circles his bribery to cover his extramarital affairs would have landed him in jail. Wear a Rolex, "you a liar, a cheater and a crook." Actually, that sounds about right anyway.
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shane | Fri, 7 Oct 2011 6:23 pm
was going to use rolex in my next movie with one of the best cast ever in holly wood, but not now, as thing this is the worst ding-dong in the history of the world.
sane, producer
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Anonymous | Fri, 7 Oct 2011 9:50 pm
Good for Tiger and good for Rolex for getting behind him. I can't wait for him to get his game back - I was disappointed in him two years ago but he is human and we all make mistakes. I wish him nothing but success.
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