Has the Tiger’s brand management policy lost its bite?


Posted by Mark Borkowski, guardian.co.uk/media/organgrinder

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Tiger Woods fails to come out fighting as media channel after media channel threaten his super brand status

Gatorade will be ceasing production of its Tiger Focus drink, and although owner PepsiCo said the decision was taken months ago, Woods’s name is absent from the list athletes on its website. What, then, will this mean for the industry that has built up over the past couple of decades around super-moneyed sports stars? I believe that a new age of sports endorsement is dawning in the wake of Woods’s fall from grace.

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