Last June I wrote a post about one of the greatest sports icons of our time, Tiger Woods. In that post I asked a question, "When do perseverance and determination actually hurt your brand?" Tiger has been out of golf and out of the spotlight for more than 6 months now. He is one of the major endorsers for Nike, Buick, Gatorade, Gillette, Accenture, EA Sports, and the PGA Tour.As I stated in the previous post, this situation presented an amazing opportunity for marketing researchers to study the impact of a celebrity on a brand. Tiger is one of the largest sports celebrities in the world so I would imagine his impact would be much larger than some others, but it will be very interesting to see how these companies are affected by his return later this year.
If anyone in marketing for these companies stumbles across this piece or if anyone has some insight into how or if there is a study for this please let me know. And, please share it with marketers around the world. Thanks and enjoy your day!
Mj
