Tiger Woods Loses Accenture Sponshorship


After six years of endorsing Tiger Woods, Accenture has dropped the wayward golfing master. It is the first major Woods sponsor to end its endorsement. ESPN has more:

Accenture’s advertising campaign was almost entirely built around Woods and his success, portraying his ability to sink a key putt or hit out of the rough. The move ends a six-year relationship during which the firm credited its “Go on, be a Tiger” campaign with boosting its image significantly. Accenture has used Woods to personify its claimed attributes of integrity and high performance.

If Woods had acknowledged mistakes and said he would be back in a month, Accenture might be able to ride it out, said Rick Burton, a professor of sports management at Syracuse University, in an interview. But Accenture can’t afford to wait for what could be a long time before Woods returns.

“They had tied everything in their campaign to Tiger Woods it appeared,” he said. “If he’s not golfing, those ads don’t make sense.”

Other sponsors have shown varied reactions. Gillette will pull its Tiger ads and scheduled Tiger public appearances, according to the article. Tag Heuer and EA (Electronic Arts) are sticking with Tiger. Nike “supports (Tiger’s) decision to take time off,” writes ESPN, while AT&T is still evaluating its relationship with Woods.

Tiger might want to consider a Cialis sponsorship when this fallout is complete.

Written by Drea Knufken

Drea Knufken

Currently, I create and execute content- and PR strategies for clients, including thought leadership and messaging. I also ghostwrite and produce press releases, white papers, case studies and other collateral.