Tiger Woods Returning

Marketers are attacking Tiger Woods with endorsements after taking an 8 month hiatus. Gatorade and Pepsico are rekindling their prior endorsements, including Pepsi relaunching their Tiger Focus drink in the coming weeks. "Professional golf without Tiger Woods is like a Hollywood blockbuster without a leading man," said Jeff Urban, a Gatorade senior vice president of sports marketing, in a statement. Nike still used his image in their marketing but according to Neilson viewers that watched 8 golf tournaments without Woods dropped 47 % from the year before when he was actually playing. Over his 13 year career, Woods is estimated to be the first billion dollar athlete on the course and his endorsements. "The Golf Channel and NBC are actively trying to monetize the return of Mr. Woods," says Sam Sussman, director of sports activation at Starcom, a media-buying firm owned by Publicis Group "Tiger's return is a much-needed distraction from the tough economic pressure the PGA and others are facing." Marketers are capitalizing how Woods' return is the biggest sports story of the year. Everyone is trying to get a piece of Tiger. I think it's a bit excessive with all of the hoopla of his return. However the money he makes for marketers is so good and the fans love it.