Ends Sponsorship of Tiger Woods

on August 10, 2011

1 minute read

The fallen golf idol has now quietly been dropped from the iconic brand's cache of ambassadors.

WORLDTEMPUS - 10 August 2011

William George Shuster

Tag Heuer, one of the world's top luxury sport watch brands, has ended its decade-long sponsorship of Tiger Woods, 35, recently the world's number-one golfer, says the company. The Swiss watch company didn't renew Woods's multi-million endorsement contract when it ended earlier this year. The partnership had been TAG Heuer's longest to date.

Woods's career has struggled since late 2009, following publicity of several affairs and the subsequent end of his marriage. He hasn't won a tournament since then and has lost several big-name corporate sponsors. Though TAG Heuer stayed with him until this year, it said publicly in late 2009 it was “reassessing” its relationship with him and then reduced use of him in its marketing. TAG Heuer_330902_0

“We are confident Tiger will eventually regain full trust with the public, and that his huge talent and mental strength will help him overcome his difficulties,” said Jean-Christophe Babin, CEO of TAG Heuer, when the contract ended. “We wish Tiger all the best for the future endeavors in golf, with new business partners, and in his private life.”

Woods had endorsed and worn TAG Heuer watches since 2002. The brand's professional golf watch, the first watch for golfers' special needs, was designed by Woods. It has now been “reimagined” as TAG Heuer's Professional Sports Watch, says the watch company.

Though Woods' contract officially ended May 31, public awareness of it only came about on August 5 when Ron Sirak, executive editor of Golf World ? a former Woods' sponsor ? said in a widely-reported tweet that Woods's agent acknowledged the business relationship with TAG Heuer had ended. Since then, national U.S. newspaper USA Today; Bloomsberg business news service; the Times of India; the Daily Telegraph, and many other publications around the world have reported the news.

TAG Heuer, headquartered in La Chaux-de-Fonds, Switzerland, remains involved in golf. It is partnered with the Ladies Professional Golf Association's number-two player, Suzann Pettersen.