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Accenture ends six-year endorsement relationship with Tiger Woods

Tiger Woods in a 2008 photo

Tiger Woods is drowning in a sex scandal and one of his biggest sponsors is jumping ship.

The global consulting firm Accenture said it no longer wants to be associated with the golfer.   

The move ends a six-year relationship during which the firm credited its “Go on, be a Tiger” campaign with boosting its image significantly.

This is the first sponsor to completely write off Woods. Accenture and Woods have worked together for six years.

In its first statement since the Woods’ scandal erupted, Accenture said Sunday the golfer is “no longer the right representative” after the “circumstances of the last two weeks.”

“After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising,” Accenture said, adding that “it wishes only the best for Tiger Woods and his family.”

Accenture has used Woods to personify its claimed attributes of integrity and high performance.

Other companies like Gillette and Gatorate are taking some time apart from Woods, but EA Sports and Nike are standing by him for now.

On Saturday, Gillette, which uses the slogan “The best a man can get,” said it won’t air advertisements featuring Woods or include him in public appearances for an unspecified amount of time.

Woods was hired by Gillette in 2007 and has been in ads for Gillette Fusion Power razors with titles like “Phenom” and “Champions” with other stars including tennis great Roger Federer and soccer player Thierry Henry.

Woods makes over $90-million a year in endorsements, and that is now in major jeopardy.

Back on Friday, Woods released a statement on his website saying he was taking an indefinite leave from golf to work on his marriage.

Experts told the New York Post a year away from golf would cost Woods $180-million in lost endorsements, tournament winnings and appearance fees.

TV ratings will also suffer. NBC saw a 54 per cent drop in viewership when Woods recently skipped
the Chevron World Challenge, a tournament he founded.

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