Accenture drops Tiger Woods

Accenture drops Tiger Woods


In this Feb. 21, 2009, file photo, Tiger Woods follows through during the second round of the Accenture Match Play Golf Championship tournament at The Gallery Golf Club at Dove Mountain, in Marana, Ariz. AP

Woods had announced he is taking an "indefinite break from professional golf" to focus on his family after reports about his infidelity surfaced.

"For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on golf course have been a powerful metaphor for business success in Accenture's advertising. However, given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising," Accenture said in a statement.

"It (Accenture) wishes only the best for Tiger Woods and his family," the statement added.
Woods' private life came under intense public scrutiny since he crashed his car late last month.
Ten women have been romantically linked to the billionaire golfer.
"I am deeply aware of the disappointment and hurt that my infidelity has caused to so many people, most of all my wife and children. I need to focus my attention on being a better husband, father, and person," Woods had said in a statement.

Woods' image as also any reference to him have been removed from Accenture's website.
Accentures' marketing strategy earlier revolved around Woods and it used to feature a tagline "We know what it takes to be a Tiger" and "The road to high performance is not always paved".
Accenture said it would continue to leverage its 'High Performance Business' strategy and 'High Performance Delivered' positioning in the marketplace.
Woods, whose annual income from endorsements and golf totals over USD 100 million, has been a star campaigner and brand ambassador for many companies, which also include Nike and TAG Heuer.
While Gillette said it will "limit" Woods' role in its marketing programmes, AT&T said it is "presently evaluating our ongoing relationship with him".

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