Accenture dumps Woods while Gillette cools

Consultancy firm Accenture has dumped golfer Tiger Woods after revelations about his private life.

The company, which has sponsored Woods for six years and featured him heavily in global marketing campaigns, says “given the circumstances of the last two weeks” it has decided the golfer is no longer the “right representative”.

Woods said on Friday that he would be taking an “indefinite break” from golf after admitting to “transgressions” and following several stories about alleged extra-marital affairs.

The news follows Gillette’s announcement that it would be “limiting” Woods role in its marketing campaigns to “support his desire for privacy”. Woods has appeared alongside football star Thierry Henry and tennis player Roger Federer in advertisements.   

Last week, Swiss watchmaker Tag Heuer removed all in-store advertisements featuring Woods from its Australian branches, and indicated it may do the same worldwide while Pepsi-owned soft drink Gatorade has announced that it would discontinue a drink endorsed by the golfer.

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.

So far, the golfer’s major backer, Nike has continued to back the golfer.

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