Tiger Woods: So-called 'banter' could put endorsement deals at risk

Tiger Woods is of course a sporting icon and never fails to attract the headlines – but it is not always for the right reasons.

He was in the past been the brand ambassador for several prestigious brands like Accenture, AT&T, and Gatorade. However due to stories off the golf course these endorsement deals have ended and reportedly lost him up to $22 million. Other stars including Lance Armstrong, Ben Johnson, and Maria Sharapova have been punished in similar ways.

Sponsors and commercial partners are likely to take a careful look at this latest mistake. Whilst the player may explain it away as ‘banter’, others may be offended by the conduct.

Those organisations that pay significant sums for endorsement deals will not want their brands tarnished in any way.

A well drafted contract will give the partner a contractual right to terminate for behaviour that can be said to bring the sport or the player into disrepute.

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In the middle of their first round, Woods outdrove Justin Thomas, who was playing in his group. Then, as they walked up the hole Woods placed a tampon in Thomas’ hand. The moment quickly went viral, thanks to high-resolution photos that captured what Woods had in his hand, incurring a wide array of responses. Part of the crowd championed Woods for his attempt at humor. Another part reviled him for the gendered type of joke he decided to tell.

"... After four questions about his second round, Woods was asked to explain exactly what he was trying to do in that moment with Thomas. 

“Yeah, it was supposed to be all fun and games and obviously it hasn’t turned out that way,” Woods said. “If I offended anybody, it was not the case, it was just friends having fun."”