Tiger Woods will no longer appear in Gillette commercials with shaving buddies Roger Federer and Derek Jeter. Procter & Gamble Co.’s Gillette brand will not renew its endorsement deal with Tiger that expires at the end of the year, according to USA Today:
The men’s grooming company will not renew its sponsorship deal with Woods as part of a plan to phase out its Gillette Champions marketing campaign in the first quarter of 2011, Gillette spokesman Michael Norton told USA TODAY in an exclusive interview Thursday.
Under the strategy, Gillette is cutting ties with Woods, soccer players Thierry Henry, Kaka, Rafa Marquez and Lionel Messi and other athletic endorsers around the world, said Norton. However, it’s keeping other athletes who served as Gillette champions in global or local marketing efforts. They include: shortstop Derek Jeter of the New York Yankees; tennis star Roger Federer and NHL star Alexander Ovechkin.
Since news of Tiger’s serial infidelity broke last year, sponsors, such as Accenture, Gatorade and AT&T, were quick to cut their ties with him, and others, including Gillette and Tag Heuer, started to distance themselves from the golfer. However, eight sponsors still stand by Tiger: Nike Golf; Upper Deck; EA Sports; Tag Heuer; NetJets; TLC Laser Eye Centers; Golf Digest and the Tiger Woods Dubai Resort (does that count? Isn’t the place going closing down?).
In November, agent Mark Steinberg claimed an imminent bag deal with an Asian company.
The easiest way for Tiger to lure new sponsors and stop getting dumped? Just win…again…soon.