Communications Thesis
Case Study of Tiger Woods
Many would argue that today’s generation harnesses the best athletes ever seen. Michael Phelps, Ussain Bolt, Lebron James, Payton Manning and Alexander Ovechkin are only a few of the dominant figures that we’ve seen in the modern sports era. With this exceptional skill comes increased attention from fans and the media. Their fame and wealth can transpire into great things or lead them down a road of trouble.
Dealing with constant media attention is something athletes need to adapt to. Being in the spotlight and the public eye becomes part of what being a celebrity is all about. The power, wealth and attention that come with being a high performance athlete can put great strain on a life if it is not handled properly. An athlete’s relationship with the media plays a large role in how the rest of the world will view them. Aside from what their contributions on the playing field, some will only be remembered for the decisions in which they made off it. There have been many athletes who have been casualties of the media, while others have resurrected their careers by despite their shortcomings.
Throughout this paper, we will explore the recent events that transpired in the life of golfer Tiger Woods. Known for keeping his private life away from the media, Woods has to deal with a firestorm after numerous allegations of affairs have disrupted his clean image. How Woods became the golfer he is today; the Thanksgiving Day that changed his life, his endorsements, his relationship with golf, how he should deal with the scandal, how others before him have succeeded, sex addiction, his brief relationship with Ari Fleisher, multiple press conferences and interviews and finally his return to golf will all be discussed thoroughly.
Who is Eldrick “Tiger” Woods?
Eldrick Tont Woods was born on December 30, 1975 in California. He received his nickname “Tiger” from a Vietnamese soldier friend of his father. Tiger was a child prodigy, introduced to golf before the age of two. Being a child was not the only quality that Woods possessed that garnered attention, the fact that he was African American was something the golf world had not experienced either. When Woods picked up his first golf club, African American stars were common in baseball, basketball, and football. However, golf had never had an African American superstar. Relatively few African Americans played professional golf. In fact, in many places, African Americans were still openly discouraged from playing the game, even for recreation (Roberts 2009: 6).
He made an appearance on The Mike Douglas Show at the age of three and putted against former comedian Bob Hope. That same year, he shot a 48 over nine holes at the Cypress Navy course and at the age of five he appeared in Golf Digest.[1] His father Earl was Woods’ major influence, motivator and coach and at age 11 Earl lost to his son for the first time and has never been him again. Woods got his first taste of the pro-circuit when he was paired with golf’s bad boy John Daly during a tournament which pairs a professional with a junior. The 13 year old only lost to Daly by a stroke and the golf world got its first dose of Tiger. In 1994 he graduated from Western High School and was voted “Most likely to succeed,” a title he has upheld.
Heavily recruited, Woods left for college in 1994 attending Stanford University where he went on to capture numerous tournaments and awards in only his first year. He made his first Masters Tournament in 1995 where he was the only amateur to make the cut. He left college after only two years and turned professional.
In 1996, Woods put his long lasting print on the golf world as he signed endorsement deals worth $40 million from Nike and $20 million from Titleist which were the highest ever for a golfer. He was named Sports Illustrated Sportsman of the Year and PGA Tour Rookie of the Year. Being the world’s best golfer was his destiny as he became the youngest, as well as the first African American to win arguably golf’s most prestigious event.
Throughout Woods’ career he has been known to keep a very calm and quiet profile. His squeaky clean image attributed to his large endorsement deals who many labeled a great role model for kids. His unmatched skill on the golf course combined with his tightly controlled personal life left everyone to believe that he was a man in complete control of his life. However, Woods career, public image and life all took a turn for the worst in late November.
Happy Thanksgiving: Tiger lands in the rough
Some would argue that on November 25, 2009 the golf world finally became interesting. The tabloid and the golf worlds collided as National Enquirer published a story alleging that Woods had been seeing a New York nightclub hostess. With the National Enquirers reputation as not being the most reputable publication and Tiger’s squeaky clean image, many observers passed these accusations as false. But as events proceeded to unravel it was evident that Woods was doing more than his far share of extracurricular activities.
Two days after the story of Woods and his affair broke, there were reports that he had crashed his SUV into a tree outside his Florida home. Speculation increased and rumors began to fly. Finally on December 2nd, Woods issued a statement on his website that read, “I have let my family down and I regret those transgressions with all of my heart.” The tabloid hounds were on the loose and Woods personal life which he tried incredibly hard to keep wired shut was about to be totally exposed. After the affair was made public, women seemed to come from everywhere claiming that they had also had been with the golfer. As of December 11th, when Woods released another apology and his indefinite hiatus from golf, there were 11 women claiming to all have had affairs with him.
Where all that money comes from: Tigers Endorsements
Public image does not only play a role with how fans perceive the athlete but it also determines how marketable you are too companies. The highest grossing athletes generate most of their earnings through endorsements rather than team salary. Athletes need these endorsements to support themselves as much as companies need these athletes in order to promote their product. This two-way street creates a bond between the company and the athlete. When people think of a certain product they automatically think of the athlete, or vice-versa.
In a very crowded media environment it’s hard for companies to stand out, says Gerry Philpott, president of Los Angeles-based E-Poll Market Research, who gauges the marketability of hundreds of public figures for clients. “They need those names to cut through the clutter (Rose 2010).
This relationship pays off for both the athlete and the company as each is rewarded financially. Celebrity endorsements are nothing new to product marketing. In 1996 companies invested more than $1 billion in athletic endorsement deals and approximately $10 billion more to advertise and promote the celebrity endorsements (Farrell 1996: 2). Celebrity endorsers are influential because they are viewed as lively and they have attractive and likable qualities
As far as athletes went, there wasn’t a better investment than Tiger Woods. He is the highest endorsed athlete and could be the first to earn one billion dollars. Since he turned pro in 1996, he has earned roughly $67 million in prize money from golf tournaments. That number is eclipsed by the whopping $481.8 million he has made in endorsements and appearance fees. He’s transcended the sport of golf and became an icon for those who could care less about the sport. He was featured on numerous television shows. One of his biggest supporters is Oprah Winfrey, “Well, you don’t have to know what a birdie or bogey is to love my guest today. You don’t need to understand par. You don’t even have to like golf, because Tiger Woods transcends golf. He is magical and he’s mesmerizing. He‘s just what our world needs right now, don’t you think? (Andrews 1997: 70)
For most of his career he was seen as the perfect athlete as he dominated his sport and kept a tidy personal life. Woods is articulated as innocent, pure, virtuous, and victimized, the possibility for multiple consumer desires and identifications are created and mobilized (Andrews 1997:77).
However, as the media attention greatened, his sponsors were rapidly fading. On December 8, 2009, only a week after his alleged affair, some advertisers had tentatively suspended TV ads featuring Woods. He was suspended by Gillette on December 11, and completely dropped by Accenture on December 13. On December 18, TAG Heuer dropped Woods “for the foreseeable future” from its advertising campaigns, only to then change their home page on December 23 to the statement that “Tag Heuer stands with Tiger Woods.” General Motors ended a free car loan deal that had been due to end on December 31, 2010. On January 1, 2010, AT&T announced the end of its sponsorship of Woods. Gatorade also ended its endorsement relationship with Woods stating that, “We no longer see a role for Tiger in our marketing efforts.”[2]
These businesses made a big mistake dropping Woods as their spokesperson as he was and one day will regain the title of the world’s most marketable athlete. Despite the majority of companies breaking ties, there were a few companies who remained loyal to him despite the affairs. Electronic Arts stated that they would continue to work with Woods and keep producing their golf video game annually. Wood’s biggest contract was with Nike. President Charlie Denson said the company will continue to support Woods and look forward to his return. By standing by Woods, Nike is acknowledging the fact that the golfer has made them a much richer company, and with their support will continue to in the future.
Woods relationship with Nike has been very prosperous for both parties. After signing the golfer in 1996 for $40 million, Nike’s sales of golf apparel and footwear doubled to an estimated $120 million. Nike also reaps the benefit of having him use and wear their products during all tournaments. Every time he receives television coverage Nike gains increased exposure. This television exposure is in addition to any paid advertising time that is predetermined prior to the scheduled event and does not fluctuate on the basis of Tiger’s performance (Farrell 1996).
As Woods was surrounded in a frenzy of questions of what to do, so are his sponsors. These companies spend millions of dollars on advertising campaigns annually and when their top endorser’s public image is tarnished, they need to act fast. A December 2009 study by Christopher R. Knittel and Victor Stango, economics professors at the University of California at Davis, estimated that the shareholder loss caused by Woods’ alleged extramarital affairs to be between $5 billion and $12.
While some believed that dropping Woods was the best quick fix scenario, others decided to back away from the media storm, while still holding on to the golfer until it blew over.[3] Despite the negative publicity, Woods topped the Bloomberg Business Week list of most powerful athletes, based on earning potential in January of 2010. These companies will be rewarded as Woods continue to succeed at golf.
Golf needs Tiger Woods
Take your number one athlete out of any sporting event and you automatically will lose interest from fans. In a sport which has so few characters, Wood’s absence has been that much more detrimental. Despite previously being known to shy away from the media during tournaments, Woods still brought a sort of rock-star aura to an otherwise dull sport. Woods has an unmatched skill set which draws in even the most casual fan. Not only does he bring in fans, but he also brings in the big dollar figures with cooperate sponsorships of the tournaments. If you’re an advertiser or potential sponsor you’re going to be thinking of putting your dollars into the biggest tournaments. If you don’t have the best golfer in the world playing in the field than it deters you from wanting to put money into the tournament. It’s also hard to connect with sports fans when the “name-brand” players such as Woods are not participating.
Even Woods’ competition knows that despite his off course antics he is still what the game needs. In an interview with ESPN, world number two golfer Phil Mickelson has urged Woods to come back to the PGA Tour, saying “the game of golf needs him.” When PGA Tour commissioner Tim Finchem spoke for the first time, he stated that “no sport would be at the same level without its No. 1 player.” This statement came the day before Woods was voted player of the year by the Golf Writers Association of America.
While his returned has been highly anticipated, his fellow colleagues do not want him to jump back to golf for his own sake, as well as for the game itself. Golfer Tom Watson said Woods needs to do some work before he returns to golf, “I think he needs to clean up his act and show the respect for the game that other people before him have shown.” The tour saw an average viewership increase of 136 per cent when Tiger returned in 2009 from a layoff following his father’s death. His next return is expected to be even larger. Those with their income determined by the sport are going to be hoping that afterwards, things will go back to normal, with Woods winning and sponsors jumping back on board.
What should Tiger do? Dealing with the scandal
When the media came chasing, Woods went running. After announcing his indefinite hiatus from golf, he disappeared all together. Some would say that he ran from his problems but it was a very strategic move which allowed the overall shock of the incident to die down while also allowing him time to reflect and get his face away from the media. In a recent presentation in class, I proposed that once Woods is ready to announce his come back that he first needs to address the media. He needed to be presented by a forum that would allow him to deliver his message without being bombarded with questions that would make him look bad. Oprah Winfrey and ESPN have always been active supporters of him which would act as two great forums. Either way, he needed to speak publicly, be honest and apologize. Woods had to make sure that before he even considered stepping onto the course that he needed to address the media and show that he had remorse for what he had done.
Woods also has to be extremely careful about how he reacts to the media. With such a sensitive subject he has to be prepared for personal and unwanted questions. During his self-imposed exile he needs to prepare himself for the media. Hiring a communications firm would be an excellent start in order to make sure that he is prepared. Woods also has to be careful about how he apologizes. He needs to have remorse, and show that he was willing to sacrifice some things in order to rebuild his image.
How others have handled it: Kobe Bryant
If Woods wants to know how to handle a scandal and rebuild his image he needs to look no further than the bright lights of Los Angeles. It’s been seven years since NBA star Kobe Bryant was accused of sexually assaulting 19-year old hotel employee Katelyn Faber. Faber accused Bryant of raping her in his hotel room. Bryant argued that he believed the sex to be consensual but Faber argued against it. The case was dropped after Faber declined to testify in trial and the suit was settled out of court. His high profile and large wallet allowed the case to be settled without facing jail time. However the damage had already been done and despite never being charged, many believed that Bryant was guilty.
Bryant issued a public apology within weeks of the accusations with his wife alongside of him in support. Like Woods, Bryant cheated on his wife and took steps to rebuild his marriage. He continued to play in games throughout the court proceedings. Bryant lost several endorsement deals from McDonald’s and Ferrero’s Nutella, as the stigma of being an alleged rapist was something that these companies did not want to be associated with. As time went on and Bryant continued to dominate his sport, the headlines began to focus once again on his on-court performance rather than his personal life.
Talk of the alleged rape is not even mentioned in the same breath as Bryant these days. He is currently the NBA’s second highest-paid endorser after Lebron James. He has went on to win numerous championships and MVP awards. His current deals with Nike, Russell’s, Upper Deck, Spalding and Coca-Cola are worth more than $13 million per year. There are many things that Tiger Woods should mirror when attempting to try and build his career. Woods has already made a public apology, admitted he was at fault and is working to become a better person. Bryant has continued to be successful as he has kept his name out of the tabloids. For Woods to rebound, he needs to continue to be successful at playing the sport that made him famous. If he wins and plays at the level he was playing before the incident, he like Bryant will be fine and the stories of his affairs will slowly be put aside, but if Woods struggles many will point to his infidelity as being the fall of his career.
Trying to slay the beast that is sex addiction: Tiger enters rehab
Sex-addiction is often disregarded as a fake disease. Something that doesn’t exist therefore cannot be cured or treated. This public perception is also that sex rehab centers and celeb PR gurus are trying to medicalize what is simply bad behavior (Daly 2010:1). Not saying that this is a disease or not, or that Woods himself suffers from it, but as an effort to build back his image it was a smart move. As an athlete who has gotten caught and has had your dirty laundry aired for the world to see, it is important to strip down and admit that you have done something wrong. Small steps are the way in which you need to try to build back your reputation. This is obviously not going to happen overnight as there is going to be 24/7 scrutiny. Woods checking into sex-addiction rehabilitation shows that he is attempting to rebuild his character and his relationship. On Feb. 11th, Woods left inpatient therapy after 45 days and returned home. He needs to realize that he has a problem controlling his urges; while rehab is a start to addressing the problem he will still need a lot of work. The argument well remain that a fit, wealthy young athlete with time away from the wife to succumb to the temptations laid before him: is that sexual addiction or opportunism? (Daly 2010:1) Either way Woods needs to continue to seek therapy if he wants to rebuild his image.
As the interviews became more and more of a reoccurrence for Woods, it was obvious that he was being coached to use specific words, especially those regarding “sex addiction.” Woods repeatedly referred to “45 days” when speaking of how long he was in rehab for. He would label the things he had done as “disgusting” and that he was in “denial.” When he spoke of how the rehab had already had an impact on his life he referred to his success with the word “conquering” the disease. When Woods was asked what he was in treatment he would only say that he was there for a “private matter” instead of saying that he was a sex addict, trying to eliminate the stereotype. Woods was obviously very conscious of the words he used in order to spin the interview in his favour and he succeeded.
Recipe for bad news: Tiger’s brief relationship with Ari FleisherIn a highly criticized move by many members of the media, Woods hired former press secretary Ari Fleisher to help improve his image. Fleisher’s previous job was to sell the former Bush administration’s agenda. It included going to war against Saddam Hussein in an effort to find weapons of mass destruction. When no weapons were found and the war had limited support, Fleisher’s public relations reputation took a major hit. After leaving the White House, he formed Ari Fleischer Sports Communications. One of his highest profile clients was former MLB slugger Mark McGwire who had his image tarnished by steroid scandal. Under Fleisher’s direction, McGwire orchestrated an “apology tour” which leads him from interview to interview. Despite this fragile attempt to redeem his career, McGwire’s bid for the Hall of Fame only received 23.7% of the vote which was no greater than before he hired the PR agency. It’s fair to argue that the two athletes were involved in different types of scandals, however Fleisher has proved numerous times that his ability to boost public image have been unsuccessful.
Criticism from the media flowed regarding Woods decision to hire someone with a poor reputation. With an already damaged image, more bad press was that last thing Woods needed which in turn tightened the noose around their relationship. Although Woods was obviously aided in how to deal with the media, he did not want to give the impression that he was being stage-managed. If people believed that he was being told to say everything that he was saying than he would lose credibility and trust in the public eye. Eventually the relationship ties were severed as it was said that Fleisher felt he was becoming too big a part of the story. Woods had enough bad press and hiring someone who has a bad reputation to build your image is just not smart.
Tiger Speaks: first press conference done wrong
At his first addressing of the media Woods basically laid down the ground rules for future media encounters. He said he would not discuss the status of his marriage and remained adamant to keep his private life private. Despite this, Woods also came off very unprepared and insincere. Woods is not a public speaker so I would not expect him to deliver a speech of such magnitude and rhetoric as Barrack Obama, but the way he read his speech off the page looked bad, really bad. The bland curtain that draped behind him matched the enthusiasm he gave.
The content in his speech had some valuable points. He took the time to apologize individually to his fans, family, sponsors and fellow players. He acknowledged that what he had done was wrong and that he was going to take the necessary steps to fix the problem that he had caused. At certain points, when he began to speak about his family he sounded agitated. Overall I believe the content of the speech was good but when you read off a page and sound as if someone is holding a gun to your head, your message is not going to get across. Not allowing the press to ask questions after the speech had many sitting on questions that needed to be answered.
Interviews with ESPN and the Golf Network
“When he comes back, he has to show some humility to the public. If I were him, I’d come back not at a golf tournament but out in public first. I would do an interview with somebody and say: ‘You know what, I screwed up. I’m going to change, I am trying to change.” – Golfer Tom Watson.
On March 21st, Woods gave his first of two five-minute interviews with ESPN and The Golf Channel. He came armed with key messages. He kept what happened on the night of the accident quiet. He has stuck to his guns with that one, always answering that what had happened that night were between himself and his wife Elin. He began to say that he had cooperated with police, followed the letter of the law and everything had been dealt with.
His interview with ESPN consisted of 19 questions where Woods followed a strict message. He once again mentioned being in rehab for 45 days, apologized for what he had done and focused on his recovery and getting back to golf. The interview with The Golf Channel, which subsequently took place right after ESPN, was almost a mirror image. He delivered the same key-messages of “conquering” his infidelities, getting back to his roots and apologizing for those he hurt. He also stated that he is on a long road to recovery and looks forward to getting back to golf. It is important that you mentioned that he does not believe he is cured and will continue to seek treatment despite making his golf return. Woods sticking to his key points helped him not stumble on the questions, allowing him to get his key his messages across. Woods appeared much more prepared and relaxed then in his first address to the media.
Woods Commercial
The day before the Masters Woods, reappeared in a commercial for the first time since news of the affairs broke in late November. The Nike add is black and white and features Woods looking at the camera without speaking. The voice of his late father Earl can be heard saying the following; “Tiger, I am more prone to be inquisitive, to promote discussion. I want to find out what your thinking was, I want to find out what your feelings are, and did you learn anything.” The questions that his father is asking are those that many fans and members of the media are asking. Nike knew there was no way to avoid the scandal so they went with it.
The ad has been highly praised and highly criticized by many. “It is a brilliant marketing stroke to acknowledge that the brand has changed a bit,” said Donny Deutsch, chairman of the Deutsch ad agency. “He wants to make a statement that he as a person, father, and golfer has a new level of consciousness, and the best way to demonstrate that is through his father’s voice.”[4]
The other side of the argument has critiques saying that Woods is using the death of his father to garner sympathy and by doing so is classless and disgusting. Writer Rose DiManno of the Toronto Post said that, “[He] allowed Nike to exploit both his personal travails and the memory of a beloved father with the most distasteful TV commercial in recent memory.”[5]
Looking at both sides, you can see how many people would be upset, however what better way to get people talking about Nike then releasing this add the day before Woods is set to return to golf. The whole world, even those who aren’t golf fans well be wondering how Woods is doing, and by making a controversial add, the conversation begins to grow even more. The add exposes Woods poor decision making while at the same time makes him appear stripped down and vulnerable. Having Woods remain silent throughout the video is also key as he is not apologizing or pleading for your forgiveness, but just standing there allowing you to judge however you want.
Tigers Return: 2010 Masters
On March 16th Woods finally announced his much anticipated return to the golf world, much to the relief of the PGA. His return to Augusta is the same place where he won his first major championship at 21.The choice of Augusta for the comeback allows Woods protection from both rowdy fans and celebrity gossip websites as the course is well monitored.
Woods gave his fourth official interview days before the Masters where he mirrored the old cool and calm version that fans have become used to seeing. He opened his press conference casually talking about his afternoon on the practice course, all smiles. He continued by apologizing to the other competitors for having to deal with the constant media questions about him. Throughout the press conference Tiger appeared in total control. He was well prepared as his key-messages were very evident. He wanted to it to be known that things were being settled between him and his wife, he has done necessary things to change and that he is ready to be a better person. His answers were heartfelt and sincere and although he was rehearsed he didn’t appear as he was.
Over the next 30 minutes, Woods, appearing to have been extensively coached, tried to keep a smile and a friendly attitude as he answered questions about his recent therapy, the media attention that he and his family have received, his decision to return for the Masters…the reaction from Masters patrons and more. Woods, trying to rebuild his image, did his best to look like he was happy to be there, and he looked into reporters’ eyes as he answered every question. He did call some matters private and became a little agitated with the complexity of a few questions, but, for the most part, Woods came off like a politician trying his best to drive his approval rating skyward.[6]
Woods on the course attitude have been criticized in the past as his temper has been known to shine through in times of despair. During the press-conference he stated that he hopes to become more reserved but added that it may take away from an element of his game. “I made a conscience decision to calm down my negative outbursts, and consequently my positive outbursts will be calmed down as well. [I’m going to] just try to be more respectful of the game.”He also took the time to thank the fans for their continuous support and spoke about how grateful he was to be able to play the game he was raised on.
The signature confident smile was in full form when he walked to the first tee to take some practice shots. Hundreds of silent fans waited anxiously to see the first swings of the newly exposed golfer. The fan’s gradually warmed up to him and shouts praising the golfer could be heard. Uncharacteristic of the old Woods, he even turned to acknowledge the fans with a nod and a smile. Could this be a sign of a new Tiger or just someone who is trying to improve his image?
There is no denying how much of an impact Woods has on golf as tickets for the Masters were selling for well over $2200 for the four-day tournament. When Woods appeared at a news conference Monday, social networking website Twitter logged 11,000 comments during the one-hour event, tracking firm Trendrr said.[7]
Despite entering the tournament a 3:1 favorite to win, no one could have expected Woods to play as well as he did. Despite being away from golf for over four months Woods finished an impress fourth place. In true Woods fashion he wasn’t happy not winning and showed the same competitive edge fans are used to seeing. “I finished fourth; obviously that’s not what I wanted. I entered the tournament to win.” That competitive fire is what many have respected about Woods throughout his career and that is what many will remember about him. He didn’t make excuses which would have been easy for anyone to do given the circumstances.
19th hole: Conclusion
Although Woods was the most marketable player in the game, his image will need to be carefully rebuilt if he is to win back many of the fans he has lost since his fall from grace. The key is how he handles it. If he continues to avoid the media and in turn his fans, he may play some great golf but no one will be cheering for him. Going forward he needs to be selective in the company he keeps.
Woods has already begun to take the necessary steps to rebuild his image. Despite avoiding the media at first, he has since made numerous public interviews and statements. He has stuck to his key messages and handled the difficult personal questions as best he could. He needs to continue going to therapy and working on his marriage. Staying out of trouble is vital, if he wants to gain peoples trust back he has commit to the lifestyle changes he has promised to make.
Celebrities have the burden of having their personal problems aired for all to see, but they also have the ability to redeem themselves. Woods has a long way to go but if he keeps playing at the level he is capable of then the fans and media will once again be focusing what Woods does on the course rather than off. I believe that Woods will once again reach the top and those who have stuck with him will be rewarded.
Bibliography
Website
Afro Staff. 2010. Woods Commercial Draws Controversy Ahead of Masters Debut. Afro
http://www.afro.com/sections/sports/story.htm?storyid=619
Daly, Susan. 2010 The truth about stars who say they’re sex addicts http://www.independent.ie/health/the-truth-about-stars-who-say-theyre-sex-addicts-2114058.htmlFrantz, Christine. Morrison, Mike. Tiger Woods Timeline. Info Please. http://www.infoplease.com/spot/tigertime1.html
Rose, Lacey. 2010 The 10 most trusted celebrities. Forbes. http://ca.finance.yahoo.com/personal-finance/article/forbes/1404/the-10-most-trusted-celebrities
Journals
Bush, Allen. Bush Victoria, Martin Craig. 2004, Sports Celebrity Influence on the Behavioral
Intentions of Generation Y: Journal of Advertising Research 44: 108-118 Cambridge University Press
Papke, David Ray. 2001 Athletes in trouble with the Law. Marquette Sports Law Review 449-473
Books
Andrews, David. Jackson, Stephen. 2001. Sports Stars: the cultural politics of sporting celebrity. Routledge.
Farrell, Kathleen. 1996. 10 Celebrity Performance and Endorsement Value: The Case of Tiger Woods.
Roberts, Jeremy. 2009. Tiger Woods Gol46f Masters. Lerner Publishing Group Inc.
[1] Tiger Woods Timeline
[2] Gatorade to Tiger
[3] Tiger Woods his Marital infidelity and career break
[4] Woods Commercial Draws Controversy Ahead of Masters Debut
[5] Woods Commercial Draws Controversy Ahead of Masters Debut
[6] The Tiger interview: Inside the mayhem
[7] Record TV audience expected for Tiger Woods return
