Accenture: Woods “no longer right representative” 14/12/2009 |
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Accenture has become the first company to formally sever ties with Tiger Woods over the revelations about his private life, saying he is “no longer the right representative” for the brand.
The management consultancy has sponsored Woods for six years but has decided to end the partnership after the golfer admitted his “infidelity” and announced that he was taking an indefinite break from the sport to focus on being “a better husband, father and person”.
The company said in a statement: “For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture’s advertising.
“However, given the circumstances of the last two weeks, after careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising.”
Woods’s agent Mark Steinberg added: “Accenture has made a decision to not continue with their sponsorship. We are disappointed but respect their decision.”
Meanwhile, Gillette has said it will “limit” Woods’s role in its marketing following his decision to hang up his clubs for the foreseeable future.
The world No1 is backed by a range of brands from Nike to Electronic Arts but until now most have stood by him despite the revelations of extra marital affairs. Gatorade announced last week that it was dropping a Woods-endorsed drink called Tiger Focus but claimed that the decision was not related to his personal situation.
Gillette confirmed over the weekend that Woods will be phased out of its advertising to help him achieve a lower profile.
“As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programmes,” the company said in a statement.
Woods has appeared in Gillette’s advertising since 2007 alongside Roger Federer and Thierry Henry.
Nike has said it supports Woods’s decision to step back from golf to address his problems.
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