Tag Heuer on Friday announced that it was scaling back its use of golf superstar Tiger Woods in its ads, according to the Los Angeles Times. The decision by the Swiss watchmaker came hours before it was announced that Woods was voted PGA player of the year by his peers for the 10th time in his 13-year career. “The partnership with Tiger Woods will continue but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf,” Tag Heuer said in a statement. “We will continue to actively support the Tiger Woods Foundation.”
Last week, Woods, 33, acknowledged that he had been unfaithful to his wife and would begin an indefinite hiatus from the sport. At the same time, Gillette and Accenture also severed ties with Woods as part of their ad campaigns.








i would say that as long as he is not playing golf, he is just someone who can’t keep it in his pants. i don’t see why any sponsor would stay with him at this point.
As long as he’s not playing golf — HE’S STILL RICH!!!
really i’m a lady? did you see the tag heuer main website today?
A little riaotanlity lifts the quality of the debate here. Thanks for contributing!
I’d like to raise a question and offer some thoughts about whether or not Tiger Woods should have been named Athlete of the Decade by the Associated Press or PGA Player of the Year (unless this is a bad joke). His story is something I’ve found interesting. This is not a simplistic argument about how badly he disappointed Elin and his fans, but rather a consideration of what aspects of character should be considered as valuable as the athletic skill itself in making such determinations.
There is precedent for looking wider than the hole in one or who got over the finish line first and how many times more than other players. For high school athletes, many schools deny a student the opportunity to be on the team unless his/her grades are adequate. There is precedent for saying that, before an athlete can “play”, compete, be in the game at all, the athlete must take care of their other responsibilities sufficiently. Granted, these are usually under-age students, but the point is that part of the reason we have codes of ethics, principles of the game, standards, is that one of our values with sport is that there are certain inchoate aspects of character that we want our children to emulate. I suspect there are others, more athletically inclined than me, who could give other, better examples.
Yesterday I was at my daughter’s swim meet. I really don’t care if Michael Phelps smokes pot, for example, but I did notice that I thought about it and wondered what spiritual north star the swimmers on my daughter’s swim team choose now — do they see him as their ideal? when you are reaching for an athletic goal, having someone (internally) who is holding the flag to reach, can be part of the spiritual aspect of sport.
If Tiger had used drugs or steroids sufficient to be detected, he would have hurt himself and the spirit of the sport itself and presumably would not have been allowed on the green. But during the period of time that he was having multiple sexual relationships, he was also having unprotected sex with his wife. She had two kids by him during the time period of his multiple affairs—by definition, at least two times there was no protection.
She was uninformed of his multiple sex partners and, in the absence of information about his safe-sex practices, it seems likely that there is the potential that he could have exposed her to life-changing and life-threatening STDs. In my mind, this rises above the issues of betrayal of trust and humiliation. This seems potentially sufficient for multiple charges of criminal assault and battery, if not worse. Not many intelligent women looking out for their own sexual and mental health would knowingly sleep with ANY man who was sleeping around as much as he was. All we’ve heard is 13 women – would it surprise anyone to hear if it was more?
I’ve had feelings of not wanting to see the reports of the text messages – a feeling that that was too much of an invasion of privacy. But, ironically, since endangerment of another’s life is involved, I think the public (and law enforcement authorities) might want to know about his safe sex practices in his affairs and whether he had unprotected intercourse and practices that a reasonable Elin or other woman might have deemed sufficient to refuse to have unprotected sex with him. She, arguably, could have been exposed to HPV (some strains can lead to cervical cancer). I am not aware of any test a guy can have to determine whether or not he has this, so a woman’s only measure of judgment, at times, is knowing her man’s sexual history as best as she can. She could contract herpes from him if he had it – the women he’s reported to have slept with did not seem like they were likely to have had a short list of sexual partners (though we really don’t know). Number of partners ups the risk. Elin would not have had cause to ask him to get tested before having unprotected sex. Herpes could be life changing in terms of her physical comfort and her opportunity to have other sexual relationships (someday) without worry. And then there’s HIV. We know from Magic Johnson that famous, rich athletes are not immune to HIV.
There are many more visible types of abuse or harm to another person that could have lesser impact. If Tiger had beat Elin, it would have been bad, could have left bruises or broken bones, but those could heal. Even her spirit could heal (and maybe not). But the sexual lies he repeatedly told her that led her to open her legs to open-ended risk, were like asking her to hold a gun to her head in a game of Russian roulette without any conversation about whether there was a possible bullet or bullets in the chambers. Does sexual compulsion make this abuse seen as any less harmful than the kinds of behavior that would make us gasp with horror? Does this legendary skill on the golf course, his endearing smile or the distracting beauty of the women he had sex with take away from the simple criminal fact that he may have endangered her life, over and over again, silently, quietly, privately, with no way to measure, detect or discern? What if he’d put a little arsenic in her tea each morning? Would we then condone his being recognized for his athleticism and turn a blind eye to his abuse and callous disregard for another’s life and health?
I think sports recognition must be about more than how well he does on the golf course. Sport has to do with character. If he had murdered someone but done well on the golf course, would we still recognize him in this fashion? Where’s the line?
I think that the Associated Press and the PGA might have taken a year off from recognizing any athlete and, instead, have convened a Tiger Woods Panel in sports and personal ethics to examine the question of whether and when should behavior off the green affect such recognition. Take a year off from issuing this award. Send a message to children and adults alike that sports are not like Vegas – if it happens, it doesn’t just stay elsewhere. It is in our minds and we need to reconcile the meaning and reality in a very serious way.
Jet Levine, your comments were thoughtful and well considered. The unknown health risk to Elin, an innocent participant in risking her own health and safety, is huge. If Tiger’s actions are not described as a ‘crime’ , then they could be deemed negligence, or willful negligence – if there is such a legal term – in failure to inform his wife of the risk she was taking when participating in sex with him.
There has been at least one person convicted of a crime because he infected multiple women with HIV. Since we have no evidence that Tiger contracted any STD, we can only say he was highly negligent and engaging his wife in such high-risk behavior. It goes beyond sexual morality to potential life endangerment.
Wow, this is a book. I think I agree.
The decision was probably voted on and made before the Sh**T hit the fan.
Whether you are married or single, anytime you have sex you are taking a risk. If you are that paranoid about STD’s, don’t have sexual intercourse with your spouse or anyone else. I would imagine that, like Elin, there have been more than a few people surprised that they had a cheating spouse. Tiger was the most dominant athlete this decade, no question about it. I don’t believe that “Athlete of the Decade” has moral strings attached. Tell your children not to emulate his off course behaviour. They are smarter than you give them credit for.
He won the award for being the best golfer, not the best husband. The two should not be related and wouldn’t be if he were not famous. What he did was wrong to his wife, not me or the golfing community. The media has turned it into a public affair.
I am a lady, a golfer, a health professional, and will definitely disagree with you, jet levine.
What is the line between your private life and your profession? Nobody is perfect. Tiger is not a priest. He is not voted to be the best priest of the year though or the sales man of the year for selling bibles. At this time, if there are more awards to give to Tiger, I would suggest to give him. Those awards will lift him up from hell that you guy puts him down.
Human beings are not perfect. If you look and scrutinize human beings as perfect human beings who are good at every aspect, spotless or squeaky clean, you will not be able to find one in your 10 life times. No matter how much you try.
I saw the news about Elin wanting to divorce and want to get half of his fortune. I feel sorry for Tiger. No women are sincere to him. That’s why he tried to search and continue relationships with other women after his wedding.
If Elin wants half of his fortune, that is too much and shows the sign that she is just another woman who is not different from other mistresses who wants his money and fortune,. The difference is that he got Tiger’s wedding ring and 2 cups.
How do YOU know why Tiger had extra-marital affairs?
I would guess Elin wants to stay as far away from his STD’s as possible; I mean yuck.
What makes you think Elin was after his money? What does that have to do with him cheating on her with all those dirty porn stars? HE did this TO HER – where do you get off saying she is after his money? If you are really a health professional, you would have heard of STD’s – idiot.
TO OPEN YOUR MIND, YOU PURELY SOUND STUPID AND VERY CONTRADICTING OF ABOUT EVERYTHING YOU SAY…JUST PLAIN STUPID
You make it sound like TW is the victim here, instead of Elin. I’m sick and tired of hearing that TW is just another human being. It’s like saying Ted Bundy was just another human being who was not perfect. Don’t forget it’s TW himself who is to blame if Elin were to divorce him and take his money.
BTW do you have any idea how stupid you sound? “No women are sincere to him.” Let’s not forget he was cheating on his wife!!! Those women were the only women TW could get. We all know it’s his money and not his looks that got him those women. They all knew damn well TW was married when they met him.
To: openyourmind
Are you #14?
I would have thought that Gilette and Tag Heuer would be the two companies wanting to use him more.
“Use our products and you can play like Tiger, on and off the green.”
What the hell else could men want more?
Oh well.
Not Too Bothered: Oh, I don’t know, men could want scruples, decency, honesty dignity, class? Obviously, it is clear what you want – a piece of ass and nothing more. How sad and shallow you are.
To the lady golfer. I’m so sick of hearing the line that human beings aren’t perfect. Cheating on your pregnant wife with 18 barflys and pornstars, while using painkillers, while pretending to be something else is not only “not perfect”, it’s disgusting and vile.
YAH,YOU GO GIRL. NOBODY INSINUATED HE WAS PERFECT BUT HIM. THAT WAS A COP OUT CAUSE HE HAD TO ADMIT TO IT AND POORLY AT THAT.TO MAKE A MISTAKE IS ONCE, BUT 13 TIMES?,THAT’S LIKE HEY, I GOT AWAY WITH IT, 13 TIMES IS A SHAME ON HIM, RIGHT MARJORIE
When did Tiger Woods ever say or imply that he was perfect? It seems to me that you people who have such a strong opinion about a situation that ultimately doesn’t impact your life have other issues with Tiger Woods. Also, her being entitled to half of his fortune because he cheated is one of the most ridiculous things I’ve ever read. NO ONE(I repeat)NO ONE is blameless. Even if you’ve never cheated on a spouse!
AND Elin, Tiger’s wife IS different from the mistresses he slept with. She made a vow with him and was pregnant with his children. VERY DIFFERENT. Any spouse who acts this way gives up half of their estate; why should it be any different with Tiger Woods?
And BTW hitting a ball in a cup, while it may be a talent, it does not make him God.
I know a man who spends his weekends with Hospice; helping people in their dying stages. He does this after 40 hours of teaching high school. Now that’s a hero.
Different cultures and perspectives? Which culture is it that accepts rampant infidelity with strippers and sluts? And as for Tiger needing a wife who supports him when he makes a mistake, he did not make a mistake. It’s not like he slipped on a banana peel, fell and his junk landed in some stranger’s hoo-ha. “Oh, sorry miss, I didn’t mean to penetrate you.” Tiger intentionally engaged in a pattern of deceitful behavior. Hillary didn’t help Bill, she tolerated him in large part for the betterment of her own political aspirations.
BTW, Tiger also lied to the public. He and his representation crafted a certain image for the purpose of profiting from that image. They paid off publications to keep stories out of the press. When Tiger uses his image for profit, then he deserves this kind of scrutiny. Contrast that with Charles Barkley who said “I am not a role model” and did not pretend to be one. He did not attempt to profit from an image that was contrary to reality.
PS – sue whoever gave you your diploma, they failed you.
My point is that Elin might not be his soul mate. Tiger made a big mistake for marrying a lady from different cultures and different perspectives.
If Elin wants a divorce, go for it for whatever she wants. Then Tiger can get a new wife who can give him mentally support even he made a mistake. Look at Hillary Clinton. A ideal wife for Tiger probably has a smart brain as Hillary Clinton.
In the time of crisis, Hillary helped Bill, not put him down. Then now, she became, a secretary of state of America.
Get a new solid wife who graduated from Stanford or so.
Good luck, Tiger.
A new wife from Stanford will not help Tiger Wood’s problem. He needs help and I don’t mean a new wife. Perhaps his time away from golf will humble him, wake him up and bring him back down to earth. Part of his problem is the pedastal we all set him up on. Like I said, he hits a ball in a cup and is talented, but he’s nothing more. If fact he’s proven to be far less.
“Reality check please”
OMG!! You not only need to open your mind….you need to open your English book and revisit Writing 101. Please…I couldn’t even understand what ideas were were trying to convey.
Open your mind, I think you are forgetting he has two very small children from his marriage. This is going to have a long lasting affect on them. You sound as if wives and children can be tossed for new ones. I’m no religious nut, but where oh where have our morals gone?
Every sponsor should pull him. I wouldn’t buy any product he endorsed, no matter how much I want it.
WELL SAID!!
to “open your mind”. It sounds to me that you are more interested in opening your legs than your are opening your mind. Where is your reasoning????? Most people that excuse behaviors like this have been involved in a few too many affairs themselves. Did you say that you are a sexual health professional??? Maybe a nurse that gets too close to the doctors as part of your work??? You judged yourself with your own words. Cheating is the worst thing you can do to your spouse!!! So if your involved, STOP!!!
Geesh you people crack me up. You act like he did this to you. First off, the hoochies he played with before he got married don’t even count. And the ONLY person that should be concerned about the ones he played with after marriage is his WIFE. Y’alls opinions DON’T COUNT.
As for sponsors, there’s no reason for ANY of them to drop him. IF EVERYBODY in this forum quit buying Nike products they wouldn’t even notice. And Accenture doesn’t have the room to criticize ANYBODY…evidently they’ve developed a convenient case of amnesia about their past!
People need to quit thinking their opinions count when it comes to someone else’s private life. Yes PRIVATE LIFE!! The media needs to stop trying to capitalize on this and people need to stop putting other human beings on pedestals and then claiming shock or disgust when it turns out they’re only human.
Sadly, excusing professional athletes from moral responsibility is the norm. How many times did Strawberry go through “rehab?” How many Dallas Cowboys players have criminal records? It’s impossible to count the drug abuse, domestic abuse, and above-the-law mentalities of these overpaid “stars.” Athlete worship long ago crossed the boundary of reasonableness. It has polluted high school and college athletic programs as well.
I don’t have the answer for pulling it back, but it’s LONG overdue.
For me it’s about honor and respect for yourself. There is no excuse for Tiger to have done what he has. He is a billionaire and has the resources to do anything he wants. If he was unhappy or didn’t want Elin anymore, he could waved his finger and have his army of lawyers divorce her with his irod-clad prenup. Want to screw unlimited girls? Sure, its easy, divorce and hump-away. Hump 100 chicks, its your call. If you follow the path of honor, no one can touch you. Respect for yourself is #1. Look at poor weak miserable Tiger now. No honor, no respect for himself or others. I pity the fool.
To the lady golfer who thinks that a serial sex addict should be helped by his current wife. His wife is not a fortune hunter who was waiting for the “gotcha” moment to get his money. She is his wife and the mother of his children. He has betrayed her trust and at this point, it is understandable how she might want to get out of a relationship with a liar. I think that putting Tiger Woods on a pedestal is a weakness of the consumer public and the notion that athletes should be looked up to is unrealistic. As athletes receive that much adulation, their sense of “do no wrong” and entitlement is out of control. As a consumer who supported the products that Tiger endorsed, how would a moral individual feel about giving their hard earned money to a slut?
TO OPENYOURMIND…CULTURES, SOUL MATE,BLABLABLA??? NONE, NONE NONE NONE OF THAT CRAP MAKES ANY DIFFERENCE, BOTTOM LINE, SHE WAS HIS WIFE, BOTTOM LINE,HE HAD NO RIGHT,BOTTOM LINE, NOTHING HE WAS GAVE HIM ANY REASON TO GO OUTSIDE THE MARRIAGE FOR ANYTHING,,,PERIOD. BUT HE DID, AND HE ONLY HAS EXCUSES. POOR ONES AT THAT BECAUSE HE DOES’T TAKE RESPONSIBILITY FOR HIS SCREW UPS, AND SHE RIGHTFULLY DESERVES ANYTHING MONETARY SHE GETS.
Betty, take a break on the caps lock. It is considered poor electronic correspondence etiquette. So, the parade of opportunistic loose “women” that Tiger slept with are just unassuming innocent bystanders? Right, they all thought they were Tiger’s only woman, except for his wife. Give me a break.
You all have to much time on your hands! It’s a private matter and it should dealt with between Tiger & Elin.
Not sure why any company would continue to still use Tiger Woods in its advertising. I prefer not to purchase products endorsed by sleazeballs.
Mark, do you really “purchase products” based on who has endorsed them? As a man, now is not the time to get weak in the knees.
In the 60′s there was free love and all of that. There were JFK and Bobby Kennedy apparently having sex with varied women, sometimes the same woman; there was The Rat Pack in Vegas who were likely influential role models for many men and not good ones. Likely Tiger fell into that Vegas vein of thinking while there quite often. There are many in the movie industry who have sex with one woman and when that gets boring they move from person to person – for example, George Clooney. There are all kinds of men out there who aren’t any different, but their details aren’t known. It is unforgiveable to have unprotected sex and then have sex with a wife and often herpes apparently doesn’t show up in men but can be transmitted. There is a possibility both could have something – and why is it, I wonder with such promiscuity everywhere that no one comes out and admits they have herpes or fights for that. It is too much of a stigma to admit having it, but it must be very common. Having herpes increases getting AIDs – I think Bill Gates is giving money for studies ref. that, or was. Still and all, though, I don’t think Elin deserves half a billion dollars for being betrayed. Half the marriages or whatever end in divorce with an affair having taken place and Elin is more publicly humiliated, but many others are in the same boat ref. health issues and the like and that isn’t taken into consideration when determining payouts. Half a billion dollars for five years of marriage! Good Lord!!!