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Poll Results: Tiger Woods’ Woes

Filed under: Poll Results, Uncategorized

Fore! Look out, Tiger Woods – according to our latest poll results, your brand is in trouble.

If our latest survey is any indication about how the shamed professional golfer’s image will affect the sale of his products in this industry, then there’s a long road ahead for the marketers who deal in Tiger Woods’ merchandise. Earlier this year, I posted the following question:

Are you less likely to sell Tiger Woods branded products to your clients in light of recent news?

The answer options were simply: Yes, No and Maybe

Being from the old school, I immediately thought the answers would be predominantly “No”, that people would be more likely to buy and sell these products due to the meteoric rise in media scrutiny. The old adage There is no such thing as bad publicity stuck out in my mind, and I suspected the results would lean toward “No”.

Somewhat to my surprise, almost half (178, 48%) of our respondents replied they’d be less likely to sell his name to their clients. Here are the full results broken down in a visual:

I suppose, then, that infamy does come at a steep price. Unfortunately, it won’t be Tiger Woods who pays up (he’ll be just fine financially), but those who are trying to repair and unload his branded merchandise.

— TigerBeat


  1. Roger Says:

    I can’t believe 42% said “No”! Tiger sold himself to the world in the form of a brand and he had a responsibility to live up to that image. He failed miserably and therefore should pay the consequences, which should be continued sponsor drops and less logoed merchandise.

    Tuesday February 2, 2010
  2. Dee Says:

    Tiger did not fail his brand, he embarassed himself. He is still the person with the records and ability. That ability does not just disappear. He is not the first person (man or woman) that embarassed himself, and unfortunately he will not be the last. Once he gets back to playing golf, which is his livelihood, he will be fine. The first few times will be difficult, but the longer he postpones it the worse it is. I haven’t watched golf since he has not been playing, and I know I am not alone. It’s not on purpose, but if he’s not playing, I’m just not interested, just like when he was out for his knee operation. He needs to face the crowds. There will always be those few that bash him, but there are many that support him because of his talent. I hope the bashers could pass the same litmus test that Tiger is subjected to.

    Wednesday February 3, 2010
  3. Matt Says:

    Dee – spoken like a true sports fan. Our unwaivering ability to compartmentalize is unlike any other. As long as he continues to amaze and astonish on the golf course, his personal life is of little concern to me. If anything, I think even more people will tune in to watch him play when he makes is return (whenever that is) to professional golf. All will be forgotten and forgiven when he starts hoisting trophies once more.

    Wednesday February 3, 2010
  4. John Courtney Says:

    I have a promotional and golf distribution business and have no problem selling Tiger products. I was at the PGA Merchandise Show last week in Orlando and no one spoke badly of Tiger.They will welcome him back with open arms.Watch the excitement at his first tournament back at Palmer’s in March and watch the TV coverage. He did a very bad thing but will get past it.

    Thursday February 4, 2010
  5. Carla Says:

    I agree with Roger. That is a large part of the problem in this world. Everyone is like oh its ok we can forgive him he had a problem but he is trying to make it better. In the meantime children see & learn that there really are no severe consequences when they do immoral or bad things because everyone just shrugs it off. This is not only a personal life problem it is a moral problem. I for one am tired of sports stars being idolized and then when the clay feet are shown & the idol falls no one cares they just go aw too bad but hey he apologized so its all good. Wow good principals and values to show the world. At least some of his sponsors care about values, morals and principals.

    Monday February 8, 2010
  6. Rhonda Says:

    Tiger Woods as a person cannot fall far enough for me. Golf is only what he does, and obviously the world has discovered who he truly “is”. His sponsors should continue to drop him and set an example of what type of personal representatives they deserve and are paying for! It is so unfortunate that those who distribute his product are being hurt in the process, but I think at the end of the day, it’s about believing in what you sell.

    Tuesday February 16, 2010
  7. Gary Says:

    A brand is built on the total person or company. Maybe in some peoples eyes, adultery to the degree Tiger cheated on his wife and families is OK. To many others, especially those who have been cheated on, it is one of the most terrible things to happen to you. Although Tiger may be a great golfer, personally I cannot look at his products without being disgusted. Personal and family values should be very important with every brand I and others like me decide to support and sell.

    Tuesday February 16, 2010
  8. Michele Says:

    Every comment here makes a point. But I think the real point is the error in the value we place on marketing, branding, and advertising. Sure, we watch Tiger succeed and therefore the brands should succeed according to the marketing gods. But I don’t buy any of that and we are weak if that is what makes us buy, plain and simple. I have never rushed out to buy anything because so and so endorsed it. Why do we fall for that hook? It’ time we wake up and make our own decisions based on what we need and what we like in a product based on its value, not of the spokesperson’s reputation. The rest is somebody trying to sell us something because they think we need it. Maybe I am wrong, but Tiger should get the help he needs to heal his wounded family, and himself, and play golf after he fixes his mess.Then I will continue to respect him as a person and be amazed at the golf talent he has.

    Tuesday February 16, 2010
  9. Linda Says:

    I’ve never been a fan of golf much less Tiger Woods. He may have embarrassed himself but he humiliated his wife. This will follow him the rest of his life. He’ll always be remembered as the guy who got caught. With the economy as it is now, the aura of having any “branded” shirt is slowly dying. Many of the end users are looking for moderately priced (good quality) wearables and don’t care if there’s a “name” associated with it. Price is coming more & more into play.
    Personally? I have never been a fan of making a billionaire richer and would prefer never to hear the name Tiger Woods again.

    Thursday February 18, 2010

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