Today’s news about Tiger Woods’ recent sponsorship deal to become the face of Rolex got us thinking. We all love celebrities (the male half of Beach often know the latest celeb goss before the female half!), but using them – and sports stars in particular – are surely the riskiest forms of brand ambassadors going.
Woods, exposed as an adulterer in 2009, found sponsors deserting him once the scandal became public. Gatorade, AT&T, luxury watch brand Tag Heuer, Gillette, Accenture and Golf Digest all distanced themselves from the sportsman.
According to a recent Ipsos Mori survey, almost a quarter (23%) of those in the US and 19% of respondents in the UK said that Tiger Woods’ misdemeanours made them consider stopping buying products that he endorses, more than any other celebrity.
This side of the Atlantic, brands connected to Wayne Rooney are the next most likely to be shunned by the public. Of those surveyed, 14% say allegations about Rooney’s extra-marital affairs would lead them to stop buying his sponsors’ products. Coca Cola famously dropped Rooney in April.
Maybe private lives shouldn’t enter the equation at all – there’s no doubting Tiger Woods is a fantastic golfer. It’s a brave move by Rolex, but the fact remains brands face a boycott if their association goes bad. Here’s hoping Tiger behaves himself this time!
