What's next for Tiger
Thursday, December 3, 2009 at 06:54AM I'm pretty much all Tiger'd out ... I've done enough talking on the subject, at least for now. With his admission of personal failings yesterday, he's turned a corner (I think). He can now ride it out behind closed doors for the time being, though I think he'll have to open up about it when he returns to the tour in January.
He should have done that earlier, but whatever. Like most celebs in crisis, he lawyered up and tried to hide, but as we know that never works. The media abhors a vacuum, and in the absence of information it will fill the void, which is exactly what happened.
So the big question: what does this mean for Tiger's sponsorships and reputation?
I don't think he'll lose any of his current sponsors; I'd be shocked if Nike, Gatorade, Accenture and all the others cut him loose. They've invested too much, and at the end of the day this is a personal matter (as taudry as it is).
But, while he may not lose sponsors, he certaintly won't be able to charge future sponsors the "Tiger Premium" for the right to work with him. Tiger was able to demand maximum dollars from sponsors because he had a pristine reputation, both on and off the course. My guess is he'll remain the greatest golfer on the planet -- that won't change ... but he can't say the same thing about his off-course reputation. It's damaged -- big time -- and it will take a long, long time to repair it.
In the long run, he'll be fine ... so long as he genuinely changes his behavior, shows public contrition, and redoubles his efforts with his charitable ventures.
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jingruijw
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