Woods, who was exposed as an adulterer in 2009, found sponsors deserting him once the scandal became public. Gatorade, AT&T, luxury watch brand Tag Heuer, Gillette, Accenture and Golf Digest all distanced themselves from the sportsman.
Only last month an Ipsos Mori poll of celebrities and brands showed that Woods is be the riskiest brand ambassador. Almost a quarter (23%) of those in the US and 19% of respondents in the UK said that Tiger Woods’ misdemeanours made them consider stopping buying products that he endorses, more than any other celebrity.
However, Rolex says it “is convinced that Tiger Woods still has a long carer ahead of him and he has all the qualities required to continue to mark the history of golf. The brand is committed to accompanying him in his new challenges”.
Rolex has a long-standing relationship with golf and other sports, such as tennis, and partnerships with a number of other golfers.