Drink that last bit Tiger because it’s over.

February 26, 2010

As if life were not tough enough, today its being reported that Gatorade says ba-bye to Tiger.

Gatorade said Friday it was ending its sponsorship relationship with embattled golf star Tiger Woods. That makes Gatorade the third sponsor to drop Woods since he confessed to marital infidelity. The others: Accenture and AT&T.

“We no longer see a role for Tiger in our marketing efforts and have ended our relationship,” Gatorade spokeswoman Jennifer Schmit said in a statement. “However, our partnership with the Tiger Woods Foundation will continue. We wish him all the best.”

Gatorade previously discontinued its Gatorade Tiger Focus sports drink. The company said at the time the decision had nothing to do with the sex scandal swirling around Woods.

Sponsors have moved unusually fast to distance themselves from the former endorsement king of Madison Avenue since Woods crashed his SUV in the wee hours of Nov. 27 setting off a media frenzy involving his admissions involving extramarital affairs.

Accenture was the first to drop Woods on Dec. 13, stating he was no longer the “right representative” for the company. AT&T followed suit on New Year’s Eve saying it will remove its corporate logo from his golf bag if and when he returns to competition. Other sponsors such as Nike, EA Sports, Upper Deck, NetJets, TLC Vision and the planned Tiger Woods resort in Dubai have stood by him. Procter & Gamble’s Gillette and Swiss watchmaker Tag Heuer have played it safe by putting image on ice in their ad campaigns.

Most of Woods’ remaining corporate sponsors seem to be laying low until he emerges from rehabilitation and rejoins the PGA Tour. Not a single sponsor has run a prime-time commercial starring Woods since Nov. 29, according to Aaron Lewis of Nielsen.

“Our advertising strategy with Tiger really hasn’t changed. When he returns to competitive play and starts winning tournaments again, we will run advertisements touting new products featuring Tiger and some of his significant victories,” says Upper Deck spokesman Terry Melia. “If he is not playing, we won’t.”

CNBC sports business reporter Darren Rovell tweeted Friday that Gillette would be the “odds-on favorite” to drop Woods next followed by Tag Heuer.

Poor Tiger, after spilling your heart out earlier this week in your televised apology now it seems that your tears just were not enough to keep Gatorade in your corner. Lost also are the $Millions$ that come along with the sports drink relationship. Sniff sniff sniff.

This one deserves a good wet cry. As Gatorade is not Accenture. Gatorade is a product that appeals to everyone not a consulting firm for rich clients. One must also think which other endorsements you will lose in the near future as I’m sure the guys at Quaker Oats/Pepsi Co. did their homework before droppin-yo-A-S.

My advice, if Phil Knight calls pick up the phone.

3 Responses to “Drink that last bit Tiger because it’s over.”

  1. tophatal said


    I hear that both Cialis and Viagra want Tiger as a spokesperson ? That ought to make up for the loss of a couple of his sponsors don’t you think ?

    Alan Parkins

    • Ronin Storm said

      One of Tiger’s jump-offs said Extenze may be a better fit than Viagra. But isn’t Jimmy Johnson working that gig?

      • tophatal said


        I’d tend to agree but in their commercials doesn’t Cialis state that an erection lasting more than 4 hours one should the consult a medical professional ? So my question to Tiger ……’are skanks and porn stars now medical professional ‘?

        That may well have been one of the many reasons he was taggin’ so much tail . Add with the added provision that it can last for up to 36 hours it does give him that added boost that he might need !

        Alan Parkins

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