Tiger Woods’ Endorser Value Likely Unchanged

News of a traffic accident involving Tiger Woods created concern, followed by curiosity about how and why Woods had a wreck in the early hours of November 27. While there is a great deal of speculation about what happened, speculation that better fits the content of gossip web sites than a marketing blog, there seems to be little evidence that the episode will negatively impact Tiger Woods, endorser extraordinaire. So far, sponsors have agreed with Woods’ assertion that the incident is a private matter and have largely stayed out of the situation.

Unless revelations of inappropriate behavior by Tiger Woods surface, the fallout from his accident on his endorsement potential will be minimal. Tiger has built tremendous brand equity through years of superior play and consistency as a product endorser. The image of Tiger Woods is largely positive, and while embarrassing details could emerge that change the way some people view him, Tiger Woods will continue to be an effective endorser. Americans have a short memory and forgiving heart when it comes to their heroes. I believe Tiger Woods’ situation will benefit from those characteristics of the American public.

Marketing Daily – “Brands Line Up Behind Tiger: ‘Private Matter'”

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons. View all posts by Don Roy