After initially sticking by the shunned golfer, Swiss watchmaker TAG Heuer announced on Friday that it would cut back on the use of Tiger Woods ads and tear down all campaigns featuring him in the US for the time being.
The partnership with Tiger Woods will continue, but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf. We must take into account the sensitivity of some consumers in relation to recent events.
Very diplomatically stated — only fair that his business partners take a break from him while he tries to get his life in order (step number one: show face!). In the meantime, Leonardo DiCaprio and other “brand ambassadors” will fill the de-Tigered space.
While most of Tiger’s sponsors haven’t severed their ties, Accenture dropped its sponsorship of him and Gillette decided to stop airing commercials with him. Place your bet on who’s next.