The Homa Files

Key Takeaway: As more facts become public, will the controversy around Tiger Woods’ recent accident damage his long-term marketability? More likely than not, the answer to that question will be a resounding no.

Woods’ ability to position himself in such a different way than all other golfers (and all other athletes, for that matter) will help keep him atop the appeal list for both fans and sponsors.

Furthermore, the fan that loves Tiger tends to be more forgiving than most. So you better believe the next time Tiger is being given a green jacket, all of Augusta will be cheering him on.

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Excerpted from Brandweek, “Tiger Woods’ Image Likely Unharmed by Accident” by Kenneth Hein, November 30, 2009

Smashed up, semi-conscious and bleeding may be how Tiger Woods was discovered three days ago. However, his reputation as a top brand endorser should remain relatively unscathed, according to sports marketing experts.

Allegations of infidelity and other stories that are currently swirling will not greatly affect his abilities as an endorser, said David Schwab, vp, Octagon Sports Marketing’s First Call and managing director of athletes and personalities. “If it’s only a spat and the story is what we’ve seen, then it doesn’t affect him,” Schwab said. “He is unique in terms of his global appeal, size and long-term ability. He’s not like a prime-time actor competing with 30 other competitors. He doesn’t compete with anyone.”

Woods’ target demographic, namely middle- to upper-class males, “tend to be a lot more forgiving,” said Larry McCartney, associate professor of sports marketing at Seton Hall University’s Center for Sport Management. “There are obviously rumors flying around all over the place at the moment, but he’s pretty much bulletproof.”

The only danger for Woods involves any offers that are currently on the table. “Right now if I’m a brand manager negotiating to do a global campaign, do I pull out because maybe it could get worse?” said Sturner. Still, “long term will it hurt? No. Look at Kobe Bryant right now. Look at the other stars that have had worse incidents that have dampened their reputations [and rebounded]. It’s about what happens on the golf course. That will make or break his marketing appeal.”

Edit by JMZ

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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i4c19162f98c24488bb3e623d9707c6ff

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