Money Matters, Simplified.
Gillette to limit Tiger Woods ads
by Ishita Sood - December 13, 2009 - comments
Tiger Woods has been an endorser for Gillette since 2007
New York, December 13 -- Razor manufacturer Gillette announced that it won’t feature Woods in its advertisement campaign till he fixes his personal life. Woods’ image has been badly tarnished in the past fortnight due to his many infidelities.
The Boston-based division of Procter & Gamble, said, “As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs.”
Woods, 33, announced taking an indefinite leave from golf Friday after facing shame and publicity for the wrong reasons.
Gillette’s image dependant on Woods
Gillette, which has featured Woods since 2007 said, it would be immediately limiting the No. 1 golfer’s presence in its advertisements.
Gillette spokesman Mike Norton said that the company will use other sporting stars, including New York Yankees player Derek Jeter, Tennis star Roger Federer, and Soccer star Thierry Henry, for its campaigns.
“The exposure of Tiger in the ads will be limited, but beyond that, if he was the focus of the ad, then we won’t be using that ad,” said Norton.
John Fisher, a sports brand marketing professor at Babson College, said Gillette had to take action as it depended on Tiger’s image to promote its products.
“Part of Gillette’s value is the reputation and image that Tiger projects. They are taking an appropriate level of moderate action for a conservative brand and New England-based company,” said Fisher.
Many companies reviewing deal with Woods
Many other companies are already considering cancelling their endorsements with the golf star.
Woods, who was ranked the fourth wealthiest celebrity by Forbes this year, has endorsement deals with Accenture, American Express, Forbes, AT&T and Nike.
Telephone provider AT&T said that it is reviewing its deal with Woods. “We support Tiger's decision and our thoughts will be with him and his family. We are presently evaluating our ongoing relationship with him,” the company said.
Management consultant Accenture has taken off Woods from its website. However, Nike, which has $650 million golf line on Woods, supported Woods and said, “He is the best golfer in the world and one of the greatest athletes of his era.”