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10
Dec 09
Thu

What’s happening to Tiger Woods’ sponsorships?

As the number of women claiming to have been with Woods continues to tick into the double-digits, what’s happening to his money-making capacity? While I find it difficult to believe that, come the New Year, this whole affair wouldn’t have affected his golf game in one way or another, Woods makes most of his money from sponsorships. Bloomberg reports that he has endorsement agreements with Accenture, Nike, PepsiCo (Gatorade), Tag Heuer, EA, Upper Deck, NetJets, TLC Vision (where he got Lasik done), and P&G (Gillette). Apparently none of those deals have been affected yet, even though he’s all but disappeared off the TV.

The article also mentions a couple of interesting metrics that they use in the entertainment industry:

Before the reports, Woods ranked just below Oprah Winfrey on the Davie Brown Index, which tracks 2,800 celebrities. The index was created by Los Angeles-based Davie Brown Entertainment to provide a way to measure the use of celebrities in campaigns. …

Woods is the best-known active athlete, based on a September study by Marketing Evaluations, a Manhasset, New York- based research company that publishes the Q score, ranking entertainers by their appeal to consumers.

Among U.S. consumers over the age of 6, 86 percent recognized the golfer, with 28 percent saying Woods was one of their favorite personalities, giving him a +28 Q Score.

The average celebrity is recognized by 32 percent of the U.S. general population and has a +17 Q rating, according to Henry Schafer, the company’s executive vice president.

Update (12/14): Accenture drops Tiger Woods. Gillette has started phasing him out from their ads.

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