TAG Heuer Stands By Tiger Woods

Denying press reports, TAG Heuer said it would continue its endorsement deal with Tiger Woods. The Swiss watchmaker said, however, Woods would be used in a modified role reflecting “his desire of privacy”.
Last week, the AP reported that TAG was ending its association with the embattled golf player who has worked with the brand since 2002.

“The partnership with Tiger Woods will continue,” Jean-Christophe Babin, president, CEO of TAG Heuer, said in a statement. “But we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf. We will continue to actively support the Tiger Woods Foundation.”
After multiple women emerged to describe sexual indiscretions with the married Woods, TAG Heuer released an initial statement that said: “Over the coming weeks, Tag Heuer will assess its options with regard to its long-term relationship with Tiger Woods and IMG.”

TAG’s Babin was quoted in press reports as saying: “We recognize Tiger Woods as a great sportsman, but we have to take account of the sensitivity of some consumers in relation to recent events.”

Marketers like Accenture and Gillette have ended or limited their marketing partnerships with Woods, while Nike has publicly reiterated its support for the golfer.