NiceBallz - Play Ballzy

Until recently, Tiger Woods was an advertiser’s dream. The fact that he already is — or will soon become — the first athlete to earn $1 billion in prize money and endorsement income is due in large part to his advertising appeal.

Woods is successful, handsome, clean cut, multiracial and recognizable around the world for his dedication, hardwork and focus. These are desirable traits in business and many companies wish to associate their brands with these attributes, which are often embodied by beautiful and talented celebrity spokespeople.

Advertisers often enjoy a halo effect of goodwill when an athlete or other endorser is positively portrayed in the news. Their ads are accentuated. Unfortunately, the same is true when scandal hits.

Tiger Woods currently promotes several major products and services globally, including mainstream consumer products such as Nike, Gatorade and Gillette and lesser known niche, luxury and business services brands such as Tag Heuer, NetJets, Electronic Arts and Accenture. He has previously promoted Buick, American Express, Titleist and General Mills, altogether some of the biggest brands in the world.

Now that he is embroiled in an embarrassing sex scandal saga, there is rampant speculation about whether companies will drop Woods as the face of their brand. Nike and Gatorade have already issued statements of support, however Gatorade has since cut the Gatorade Tiger Focus line of sports drinks, saying sluggish sales were behind the decision, which was already made but not announced prior to the recent tabloid revelations. Tag Heuer this week also made changes.

Regardless, these companies must now accept the bad publicity that comes with being associated with Tiger Woods just as they embraced the excitement and attention that came when he won big and was on top of the world.

Take Accenture, for example. The technology consulting and outsourcing firm was once Andersen Consulting, a spinoff from Arthur Andersen, the former “Big Five” accounting firm that folded after mismanaging audits of Enron. But today Accenture is one of the largest and most successful consulting firms in the world.

The company’s multi-year advertising campaign promises “High performance. Delivered.” The ads feature Tiger Woods, who delivers high performance on the golf course, and encourages business professionals with the slogan “Go on. Be a Tiger,” claiming “We know what it takes to be a Tiger.” Combined with the company’s support of the WGC-Accenture Match Play tournament, the campaign has up until now apparently been a huge success.

But media coverage of the sordid details of Woods’ personal life and the related speculation about its impact on his endorsements has companies such as Accenture in an awkward position. Unlike golf- or sports-related product companies where strength, skill and victory matter, Accenture and other corporations attempted to associate their brands with traits such as Woods’ determination and, um, integrity. Oops.

On one hand, no one knew of Woods’ alleged misdeeds and therefore we cannot blame big brands for affilitating themselves with the best. However, the fact remains that these companies are in the news in a way that they’d rather not be now.

For example, a recent Associated Press article about the lasting perceptions of Tiger Woods the man, which likely ran in hundreds of publications around the world, opens with this anecdote:

“The passenger was waiting in a long line at Heathrow on Tuesday when he came face-to-face with an Accenture advertisement on the wall showing Tiger Woods walking through the tall grass with a club in his hand. The man stared for the longest time, then turned away and said solemnly, ‘I can’t believe it.’”

About the economy, that ad advises readers: “It’s not a setback. It’s a test.” In deciding whether to support or shun Woods as a spokesman, Accenture could follow its own strategic consulting advice in dealing with this advertising dilemma. “It’s rough out there,” the ad states. “And yet, as with every competitive challenge, some businesses will respond proactively and effectively, while others are left behind. The winners will be those who act quickly, make the right decisions and execute them flawlessly.”

However, some of Woods’ sponsors continue to sit quietly on the sidelines while their proud brands are unfortunately associated, if only loosely, with the shame.

In another recent column, the author asserts that consumers now distrust Woods and subtly suggests boycotting the products he promotes: 

“The public no longer believes anything Tiger Woods says anymore. That goes for Tiger’s endorsements as well. I’ve already thrown away all of my Nike sneakers and Titleist golf balls. And as soon as I find out what Accenture makes, I’m getting rid of that, too.”

Finally, a blog about the self-imposed suspension of Woods-related ads on television has this to say about Accenture’s well-known ad campaign:

“Considering the havoc this story has wreaked on Tiger and his family, I don’t think there’s anybody who wants to be a Tiger these days.”

To be fair, no one saw this coming and Accenture is not alone. Other companies that pay Woods to promote their brand are facing the same tough decisions. And, Nike, Gatorade and Gillette must also endure similar public scrutiny, as if somehow they are guilty of enabling Woods’ shameful lifestyle. In some indirect way their millions did. But business executives and marketing departments are not to blame, of course. He brought this on himself.

Still, brands that benefit from advertising in the good times also suffer some consequences when things go bad. All that exposure is suddenly unwelcome, only companies can’t have it both ways. They’re stuck in the spotlight when all they want to do is cower in a dark corner. Whether they drop him or not, their brands are already associated and in the news — and this story isn’t going away. Many consumers have told the media their shopping habits won’t change, but brand perception is subtle.

The Tiger Woods saga is a cancer that continues to grow. Whether cancer is caused from years of addiction or simply the unfortunate — and unfair — effects of secondhand smoke, it’s devastating all the same. Fortunately, it’s not necessarily a death sentence. Sometimes it’s just a nuisance, a condition that can be managed. For some big brands it’s time to take their medicine and hope for the best.