Tiger craze: A typical case of low information rationality
Tiger Woods
THE Press is awash with gutter stories on Tiger, and like bees out of a shaken hive, mistresses keep coming out and landing on the nearest tabloid, each with its overrated bit of the Tiger matrix. A hundred stories the media should be covering have been neglected in pursuit of a Tiger scoop, somewhat a bounce back from the balloon boy embarrassment, when all mainstream media fell for a hoax.
Far from the media frenzy, what is more worrying for Tiger is the impact of all this publicity on his career and advertising contracts.
- Gillette is trimming its links with Tiger as a brand, saying it is helping him “lower his profile”.
- Gatorade energy drink is reported to be dumping drinks with Tiger’s name but declined it was freezing contracts
- Nike, his most easily recognizable brand, is still ticking.
- Tag Heuer, a strong brand unlikely to lose brand value, is still ticking… and surely, its watches will not be any less accurate.
Woods is worth approximately $1.6 billion, and has long term sponsorship deals with Nike, Pepsi, Electronic Arts, Tag Heuer, Louis Vuitton and Gatorade sports drink. It seems family-based products are the most sensitive to image issues. One person that can rescue Tiger with his overdue public ceremony of apologia at this point is somewhere between Oprah and Ellen, masters of the soft media. The bottom line is, all this is not national, let alone international news, and the media should move on.
Short URL: http://investigativezim.com/?p=1441
Posted by Investigative Africa
on Dec 13 2009. Filed under SPORTS.
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