If you or I screw up to the insane amount that Tiger Woods did just two years ago, that’s it, game over. But just two months after being dropped by TAG Heuer, Tiger Woods and Rolex have announced a new deal that marks the return of Tiger Woods to big time endorsement.
It would appear Woods is no longer radioactive to the corporate world and that Rolex believes the 35-year-old golfer, who has dropped to 51st in the world because he hasn’t won a tournament in almost two years, still has some gas left in the tank.
“Rolex is convinced that Tiger Woods still has a long career ahead of him, and that he has all the qualities required to continue to mark the history of golf. We are committed to accompanying him in his new challenges.” Rolex spokesperson
Let’s hope those new challenges don’t include some of the less auspicious ‘conquests’ Tiger is alleged to have made two years ago.
Like other endorsements that Woods makes there will be no evidence in the form of glaring logos on golf shirts, caps, bags or other equipment.
Over the past 18 months, Woods, 35, has lost endorsement agreements with companies including AT&T Inc., Accenture Plc, and PepsiCo Inc.’s Gatorade brand. Although the 14-time major champion has maintained commercial contracts with Electronic Arts Inc, Nike Inc., Upper Deck, Berkshire Hathaway’s NetJets Inc., and TLC Vision Corp. on caps, bags or golf equipment.
Things are hotting up
Until this most recent announcement the best endorsement Woods had managed to secure in the past two years was for a richly ironic Japanese product known as Antiphlogistic Analgetic Vantelin Kowa, which is a heat-rub treatment used to soothe sore muscles and ease pain. But for watch enthusiasts, never mind the heat rub, what watch is he wearing?
However, now things are starting to look up. Woods’ agent Mark Steinberg has declared that the Rolex account was the first of a “couple of big [endorsement] announcements” including enlisting a company to sponsor Woods’ golf bag. AT&T fired him shortly after his car crash in November 2009, now some observers believe that tour sponsor Frys.com could be the new name on Woods’ golf bags.
Signing with Rolex is another kind of comeback for Woods. He signed an endorsement deal with Rolex’s Tudor brand in 1997, shortly after turning pro.
Typical of Rolex’s secretive style, the terms of the new deal have not been disclosed.
