Marketers Rally Behind Tiger, But He's Still Not Out Of The Woods

December 1, 2009: Tiger Woods has not spoken publicly about his one-car accident on Nov. 27, and even canceled three meetings with local police. But his marketing partners have spoken, and they have rallied behind the man whose endorsements top $90 million, about twice as much as any other athlete.

"Tiger and his family have Nike's full support," the company said in a statement. "We respect Tiger's request for privacy and our thoughts are with Tiger and his family at this time."

Likewise, Gatorade stood by the man who has his own line of sports drinks with the PepsiCo division. “We wish Tiger well as he recovers and look forward to seeing him back on the course soon,” offered Gatorade in a statement. “Our partnership with Tiger continues.”

Woods decision not to speak publicly has given rise to numerous scenarios, including allegations of domestic abuse involving his wife, Erin, and the possible involvement of an alleged mistress. The Florida Highway Patrol, which has jurisdiction, said that it was well within Woods' rights not to speak to authorities given the nature of the accident.

Scene from EA Sports' Tiger Woods PGA Tour 10 videogame.Woods' marketing partners seem unlikely to bolt, unless it is proven that serious issues such as domestic violence were involved. Woods deals also include Accenture, AT&T, EA Sports, Gillette, TAG Heuer and Upper Deck. Ironically, Woods was driving a 2009 GM Cadillac Escalade at the time of his accident; Woods and General Motors' Buick division ended their marketing alliance at the end of 2008 after nine years.

Woods has been using his official Web site to communicate with people outside of his immediate circle. On Nov. 30, he said he would miss an appearance at the Chevron World Challenge, a tournament at Sherwood Country Club in Thousand Oaks, Calif. The invitation-only even features 18 PGA Tour players hosted by Woods, who was expected to participate, competing for $5.75 million, including $1.35 million for the winner. The event is especially close to Woods as it raises money for the Tiger Woods Foundation, including the Tiger Woods Learning Center in Southern California. In addition to title sponsor Chevron, leading sponsors include Dole, Grey Goose, Mercedes-Benz and Gatorade Tiger.

The event's first two days, Dec. 3-4, are being covered by The Golf Channel; Dec. 5-6 are being handled by NBC. TV ratings dropped when Woods missed numerous tournaments during the latter half of 2008 and early 2009 while recovering from knee surgery.

"I am extremely disappointed that I will not be at my tournament this week," Woods wrote on his Web site. "I am certain it will be an outstanding event and I'm very sorry that I can't be there."

Organizers of the Chevron World Challenge did not address Woods' situation, instead posting at the official Web site on Nov. 30, "We look forward to another great tournament with some of the world's best professional golfers at Sherwood Country Club in Thousand Oaks, Calif., December 2-6. As the first-ever challenge season event to receive Official World Golf Ranking points, the Chevron World Challenge field will include Anthony Kim, Lucas Glover, Paul Casey, Stewart Cink and Steve Stricker."

Earlier, Woods released a statement on his Web site regarding his accident, which occurred in the pre-dawn hours on Nov. 27 when his Escalade ran into a fire hydrant and a tree outside his mansion in tony and über-security protected Isleworth Golf & Country Club, located in Windermere, Fla., just outside of Orlando. Among others who live in the exclusive community are NBA stars Shaqulle O'Neal and Grant Hill and pro golfers Lee Janzen, Mark O'Meara, Stuart Appleby and Paula Creamer, according to the Orlando Sentinel.

"As you all know, I had a single-car accident earlier this week, and sustained some injuries. I have some cuts, bruising and right now I'm pretty sore," Woods posted on his Web site. "This situation is my fault, and it's obviously embarrassing to my family and me. I'm human and I'm not perfect. I will certainly make sure this doesn't happen again. This is a private matter and I want to keep it that way. Although I understand there is curiosity, the many false, unfounded and malicious rumors that are currently circulating about my family and me are irresponsible."

Woods' Web site had received nearly 4,800 comments from visitors as of midnight, Dec. 1, the vast majority supporting his decision to remain private and wishing him well. However, some also offered advice, such as, "Please clear this up so that we can all get over it and move on."

Pro golfer John Daly, who has been suspended twice by the PGA Tour for personal indiscretions, agreed with this latter assessment. "The thing that Tiger needs to look a,t whatever happened, just tell the truth," Daly told reporters in Australia where he will play this week in the Australian Open. "Tiger's the biggest asset the tour's had in a long, long time. Whatever happened, as long as he's OK, that's all that matters. Golf needs him badly."

Woods' next scheduled golf tournament is not until late January 2010.

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