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AT&T becomes second
to drop Tiger Woods sponsorship following sex scandal
By
Wayne Friedman
MediaPost.com (January
4, 2010) Now a second sponsorship shoe has dropped for Tiger Woods. AT&T
said it ended its multiyear deal with Tiger Woods, which started in
February, after his sex scandal broke. AT&T has not used Woods' image
much in its advertising since its deal began.
AT&T would join Accenture as the second big sponsor to drop its
affiliation with Woods. In aggregate, Woods pulls in around $100 million
a year from his array of sponsorship deals.
Part of Woods' deal with AT&T comes from his "host" duties in connection
with an AT&T golf event, the AT&T National. The communications company
says it will continue to sponsor the event. Woods won the AT&T National
in July in Bethesda, Md.
AT&T deal with Woods also placed the company's logo on Woods' golf bag
and the company has sponsored his annual Tiger Jam benefit concerts.
Two weeks ago, business consulting firm Accenture dropped the golfer,
whose entire ad campaign was built around Woods with tag lines such as:
"Go Ahead. Be a Tiger." Accenture said Woods was "no longer the right
representative" of the company's values.
Other Woods endorsers have not dropped him, but have pulled back some,
mostly in conjunction with his taking an indefinite leave from competing
in golf events. These sponsors include Procter & Gamble's Gillette;
Swiss watchmaker Tag Heuer; and luxury-goods maker LVMH Moet Hennessy
Louis Vuitton.
Two other Woods sponsors -- Nike Inc. and PepsiCo Inc.'s Gatorade --
said they will not be altering any changes with their Woods agreements.
A recent report from the University of California at Davis says
companies that have sponsored Woods lost as much as $12 billion after
reports of his infidelity.
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