My first thought was not to write a blog item about Tiger Woods, because I figured I would just be reiterating what everyone else was saying. But having perused the marketing and sports business media coverage, I haven’t seen anyone else quoted who shares my particular take on the matter, so here goes.
Let me start by saying I make no assumptions about what Tiger did or did not do in the “transgressions” area. The particulars are not important for this discussion. What matters in the marketing sense is that Tiger is now the center of controversy, rightly or wrongly, so what does that mean for the companies he endorses, or who sponsor his foundation, etc.? more
Athlete and celebrity endorsements have been the topic of much conversation lately, thanks to new regulations issued last month from the U.S. Federal Trade Commission and two pieces of research published this week.
The first of the studies is from Mediaedge:cia revealing that young adults are more likely to purchase a product or service based on the recommendation of a celebrity endorser than older shoppers. The second is an Adweek Media/Harris Poll survey that shows business leaders to be more persuasive spokespeople than actors, athletes, musicians and former politicians. more