Tiger Woods

Tiger Woods, once the world's number one golfer in the world had many obstacles to overcome after his scandal November of 2009. It most defiantly added a deal of problems to his career. He was the work's riches athlete for eight years. A multi-million dollar star with what many called "clean-living image. As several corporations such as Gillette, Accenture, and AT&T quickly began dropping his endorsement deals. The question to wether these companies that dropped tiger reinstate him, as I believe they should. Tiger woods, just like Michael Jordan back in his prime, has dominated his sport. These sponsors dropped Tiger's deals not realizing how much it will cost them in a long term basis. It put a lot of brand management teams in a very delicate situation. Brand managers at firms where Tiger served as an endorser had to consider how their brands would be perceived by their target consumers if they were to continue the relationship. If companies hired Tiger because they believed his public image and persona would help them sell their product, why didn't he lose all of his sponsors?. What he did was wrong but it doesn't mean a few years from now he cant recover from such actions. An example of such act would be in Kobe Bryant's case, who's jersey once again is now the most popular.

Tiger's ability to sell products is substantial (Kapur, 2010). Tiger's sponsors has been calculated to be worth an estimated $12 billion. He has become more popular after his return to golf, even though not all public media has been positive about his return. "Any publicity is good publicity" (Barnum, 2010). As for what Tiger did last year, I'm sure many people can relate to it personally. It was a mistake that he regretted. But then again no athlete, let alone, no individual is perfect. Everyone has its shares of mistakes. Many of the companies that kept Tiger made a smart choice. As they now hold a valued asset nearly all to themselves. Yeah it can have a small affect of consumer sells...