Posts Tagged ‘Athlete brands


Tiger Woods: A falling brand?

Tiger Woods: A falling brand?

Tiger Woods used to be one of the most profitable brands in the world. He has his own video games; he was sponsored by Tag Heuer, Gatorade, Accenture, Gillette and AT & T. He had a gorgeous wife, children and enough money to do silly things like buying himself and island and make himself president of the island. He was known as the world’s best golfer and a role model for young children who were dreaming of becoming as good as Tiger Woods. Nike took advantage of this in the “I am Tiger Woods” ad.

Watching the ad now, in light of this year’s scandals the ad has lost its credibility and makes Tiger Woods seem like a twat. Tiger Woods’ image as a successful, perfect guy and golf player has been shattered by the news about his infidelity. Gatorade, Accenture and AT & T dropped him. And more and more of his mistresses are coming out telling humiliating stories about his affairs. Nike dealt with this by having Tiger in an ad with a sad, regretful look on his face:

However, according to Forbes, the value of the Tiger brand is still strong. The value of the brand is exceeding the value of David Beckham, Kobe Bryant, Roger Federer, Dale Earnhardt Jr and Lebron James combined! Basically, Tiger Woods is hated on the internet (Just look at the comments on his videos on youtube), he is clearly not a role-model for children anymore and his friends do not like him any longer. But at the same time, Forbes says he is the most valuable athlete brand in the world! What is going on here? I think Tiger Woods has lost his credibility as “the good guy” and role-model. But the image of Tiger Woods as the best golf player in the world still stands, and that image is more powerful than the “good-guy” image.

What’s the moral of the story? Tiger Woods can still play golf even though he is a twat. And don’t cheat on Elin Nordegren.