Tiger Woods “Downscaled” – NOT Dropped – by Tag Heuer
5:23 pm, December 19th, 2009
Tiger still has Tag… for now.
After initial reports claimed watchmaker Tag Heuer had axed Tiger Woods as a “brand ambassador” as his cheating scandal lingered on front pages, the company clarified its position.
“The partnership with Tiger Woods will continue,” president and CEO Jean-Christophe Babin said in a statement, “But we will downscale the use of his image in certain markets for a period of time.” The nature of the company’s future partnership with Woods hinges in large part on his unknown return to professional competition. Babin confirmed that the firm will “continue to actively support” the golfer’s Tiger Woods Foundation.
Tag Heuer’s decision to maintain a relationship, albeit “downscaled,” with Woods is more in line with the strategy pursued by Gillette, which announced a more “limited” role for the pitchman, than it is with Accenture, whose split with Woods was final. On the flip side, Woods’ most visible corporate partner, Nike, has been strongest in its continued support for the disgraced star.
Woods signed with Tag Heuer in 2002.
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