Time To Tick

Just few days ago, famous watch maker Tag Heuer stated that they would stick with Tiger Woods despite his extramarital affairs. But now, it seems that this brand may have to change their position. As far as I concerned, the is the second time in Dec that Tag Heuer make the restatement for a previous announcement. Earlier this month, Tag Heuer admitted that the new Caliber 1887 movement was based on Seiko Seiko 6S37 rather than being independently designed and assembled by themselves as they claimed before.

At present, Tag Heuer try to hint that they may not use Tiger Woods as the face representing their brand in a near future. And the fact is that Tag Heuer has already removed not a few Tiger Woods starred ads to get out of the side effects rising from the tons of reports about the athlete’s sexual infidelities like many other sponsors.

What is more, it seams that Tag Heuer is now taking a very serious thinking about abandon. The endless scandals are of course part of the reasons. But more importantly, they are dramatically influenced by the superstar’s announcement to disappear from the golf course for indefinite time.

As we all know, for most sponsors, Tiger’s value is based on the vast attention he gains on the gold course. And his withdraw will definitely lead to the big drop in exposure rate and commercial value. In the foreseeable months, Tiger Woods is just a man of lots of money and scandals rather than an eye grabber on the greens. His endorsement career, like his family and public image, is in an embarrassing status.

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It is obvious that Tiger Woods, world’s greatest golf player, can not enjoy  a great holiday season this year suffering from the huge amount of news about his extra-marital affairs. It seems that the  sports world has no clean man or moral models since Tiger woods falls down after Eddie Jordan and many others. Anyway, Tiger woods, in my humble opinion, handled the media conference better than others had in the past.

As know to all, Tiger Wood is one of the world’s richest athlete due to those big sponsorship and endorsement deals from the world’s most significant brands and companies. But considering the side effects from the exposure of his dishonorable extra-martial affairs, many sponsors have Tiger-starred advertisement removed from television. And that is not a surprise to the public.

As scandals happen every day, Tiger woods’s scandal will hopefully blow over by forgetful public in several weeks or months. But I am afraid his family may suffer from the scandal much longer. And the side effect on his business will likely last even longer. Regardless of Tiger Woods used to be and is still the world’s most influential athlete, conservative advertisers.sponsors will likely shut the doors for Tiger Wood to keep the brand image clean.

But luckily not all take the same action against him. For example, Famous watch brand Tag Heuer, Tiger’s biggest sponsor, has claimed that they will work with Tiger Wood despite the unexpected affairs considering Tiger’s great contribution to the brand’s business in the past.

Tag Heuer , owned by French luxury group LVMH, is in fact a Swiss-Based watch maker. It is reported that they may temporarily temporarily set aside or delay the Tiger-related advertisements. But they will sure have Tiger Woods starred more their ads in the near future .

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