A year to the day after being involved in a car accident that led to revelations on his marital infidelities and highly publicized divorce, Tiger Woods is trying to turn the page. To succeed, it must obviously improve his game, but even more convincing consumers and sponsors to give him a second chance ...
"No other athlete has seen the popularity, the level of confidence and attractiveness as low down as quickly, "said Rick Horrow recently, sports marketing specialist and lecturer at Harvard Law School.
"Two years ago, the PGA Tour had 'unraveled' as well as possible during the absence of Woods because of an injury, he added. This past year, it was not life without Tiger, but life with a Tiger ... negative. "
In the most recent Davie Brown Index, a classification used by corporate clients to determine the ability of celebrities to influence consumers, Woods finds himself in 2586th place. Before the sex scandal, he was the ... 96th place, a rank which placed him in the same vein as the actor Matt Damon and crooner Frank Sinatra. His current rank
placed in the same category as the king of the circuits Barry Bonds, who has faced accusations of using performance-enhancing drugs, and actor Mel Gibson, whose scandals are innumerable ...
The repeated success of Tiger Woods did live on another planet. The return to Earth is painful.
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could help win a few tournaments Woods, who has transferred title of world number one player this fall to regain the confidence of consumers and the interest of new business partners, many analysts believe.
They are of the opinion that he can never regain the heart of his fans from the past who were the richest athlete on the planet.
To read the rest of this column posted on the site Ruefrontenac.com, click here.
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