December 24, 2010
In a not-unexpected move, Procter & Gamble will not be renewing its endorsement deal with Tiger Woods at the end of this year. Since TransgressionGate began more than a year ago, Gillette has steadily decreased Woods' involvement in its "Champions" campaign. (Worth noting: Gillette also cut ties with soccer players such as Lionel Messi and Thierry Henry.)
Gillette thus joins Accenture, AT&T and Gatorade as companies which have dropped the previously golden Woods as an endorser. Tag Heuer didn't end its relationship with Woods, but has not featured him in new advertisements in months.
Nike and EA Sports have doubled down on Tiger, bringing out new ads and new product featuring his likeness. And if Woods can continue to play as well as he did earlier in December, nearly winning the Chevron World Classic, the sponsors will return.
So, farewell, Gillette. At least we'll always have "Stayin' Alive":