Gatorade drops Tiger

Gatorade has become the first brand to drop its endorsement of Tiger Woods in the wake of allegations about the golfer’s extra marital affairs amid signs that US advertisers could have pulled adverts featuring the sports star.

Tiger Woods

The sports drink, which last week backed the star, says it made the decision to drop its Gatorade Tiger Focus drink and other products “several months ago” to allow for a “planned series” of new launches next year.

The move comes amid global coverage of Woods’ private life, which has seen a slew of stories about the golfer’ alleged extra-marital affairs following his public admission of “transgressions” last week.

Evidence has emerged that the controversy surrounding Woods could have sullied his image with US advertisers.

According to Nielson data, the last prime-time advertisement featuring the 14-times major winner was a 30-second Gillette spot on 29 November.

Woods is believed to have amassed close to £600m in career earnings since he burst onto the scene in the nineties, about 80% of which is believed to come from sponsors attracted to his image as a wholesome family man as well as sporting icon.

Sponsorship experts have said that his long-term appeal to sponsors will endure as long as the scandals do not affect his performances on the golf course.

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