Sarah McInerney of the SYDNEY MORNING HERALD reports that all is not lost on the endorsement front for Tiger Woods regardless of his seemingly endless extramarital affairs.
Tag Heuer chief executive Jean-Christophe Babin told the SMH that though the watchmaker may have dropped Woods in America, his endorsement is still valuable in certain countries. In fact, Babin claims that Woods marketability has increased in China because of his infidelity.
Consequently, in the US, Woods’s image has been removed from the company’s advertising. However, it remains on the Tag Heuer website and, in China, use of it has been increased.
“In China conversely you have Tag Heuer with Tiger Woods everywhere because [with] the Chinese it rather increases their esteem,” he said. “In China, by tradition, your success is measured by your number of mistresses.”
Nuts? Not if you look at the actual sales figures for the Woods Tag Heuer watch after the scandal broke. Read more…
You may have heard the media trumpeting earlier this week that Tag Heuer has officially dropped Tiger Woods as a celebrity endorser of the watch company. But if you actually read the comments in the announcement from the company about its relationship with Woods, you would’ve noticed that the watch maker had no intention of dropping Woods completely.
And if Tag Heuer’s official website is any indication, the company is still fully committed to its business relationship with Woods going forward.
Woods’ image can be found all over Tag Heuer’s site, including an unintentionally amusing video of a photoshoot the golfer did for the company. Read more…
Chris Thomson of Perth, Australia’s WA TODAY has the latest sponsor of Tiger Woods, watch maker Tag Heuer, scaling back its relationship with the golfer.
Swiss watch maker Tag Heuer is removing placards of Tiger Woods from jewelry stores across Australia but says the timing is unrelated to the champion golfer’s recent transgressions. Tag Heuer is one of Woods’ major sponsors, and its move this week follows Woods’ spectacular fall from grace after revelations of alleged extra marital affairs.
Spectacular coincidence that Gatorade, Gillette and Tag Heuer have all pulled ads involving Woods - but claim it has nothing to do with reports of his alleged infidelity.
But in the case of Tag Heuer, we have clear evidence that his bad publicity led to the company’s decision to remove ad placards featuring Woods across all of Australia.
Ron Smales, owner of a Perth watch store, said Tag Heuer issued his shop a “firm request” that “all advertising containing Woods’ image be taken down.”
“We’ve only just put them up. Why would you take them down and the other ones aren’t ready to go up? There were no reasons, but at the end of the day we know what’s going on in the news.”
But Tag Heuer general manager Philip Richards claimed, “the removal of the posters from up to 100 distributing stores across Australia had nothing to do with recent developments in Woods’ life.” Read more…