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Media & Entertainment Law

: Sports Biz

Tiger Endorsements Update: Accenture Departs

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With this Tiger story it doesn't seem to matter when you decide to write a story, pen a post or whatever, it will be out of date almost as soon as it is released. No sooner had I posted yesterday's post on the impact of Tiger's behavior on his endorsement empire, then Accenture announced it was terminating its relationship with him. Of course, this had been foreshadowed by his disappearance from the company's website as I reported yesterday, but Accenture's announcement marks the first company to publicly break with Tiger.

Accenture found itself in a no-win situation. It had built its entire marketing campaign around Tiger, with its ads carrying the tag line "Go, Be a Tiger" for the last six years. It has been a highly successful campaign according to the company and the company is now forced into a high stakes rush to find a new marketing campaign. In the meantime, I would assume that airport billboards around the world will be changed to remove Tiger and replace that picture with something carrying just the company logo.

As I suggested yesterday, Gillette announced that it won't air advertisement featuring Tiger nor use him in any public appearances for an unspecified time. We can safely read that to be at least until this blows over, he returns to playing golf and winning majors and we can see if he retains any appeal to women despite the fact that he markets men's shaving products.

Full post as published by Sports Biz on December 14, 2009 (boomark / email).