One week after Tiger Woods’ extramarital affairs came to light, Pepsico Inc. announced that Gatorade would discontinue the Tiger Focus signature drink. Although the timing of the announcement comes as Woods deals with his personal troubles, Pepsico Inc. insists that the decision came after sales of Tiger Focus decreased in 2009. Woods brokered an unprecedented endorsement deal with Gatorade, receiving royalties from the sales of Tiger Focus.
Although Woods’ other major sponsors have continued to do business with the golf champion thus far, it’s possible that the sexual scandal will seriously undermine his marketability. In turn, it may take a while for Woods to become a viable promoter of products again. According to Business Insider, Woods will surpass $1 billion in career earnings in 2010, with 90 percent of those earnings coming from endorsements.
Woods will likely remain low-key in terms of endorsing products for the first half of 2010, but he should be able to return to worldwide prominence by 2011. Advertisers have a short memory when it comes to forgiving troubled athletes. Kobe Bryant and Ray Lewis can attest to that. –a.r.
