Accenture ends sponsorship of Tiger
Global consulting firm Accenture Ltd. is ending its sponsorship of Tiger Woods, saying the golfer is “no longer the right representative” after the “circumstances of the last two weeks.”Accenture’s announcement Sunday marks the company’s first statement since allegations of Woods’ multiple infidelities surfaced in recent weeks. The move makes Accenture the first sponsor to cut ties altogether with Woods since his marital troubles came to light and since his statement Friday that the 33-year-old is taking an indefinite leave from golf to work on his marriage.
The relationship between Woods and Accenture goes back six years, with the New York-based firm in 2006 crediting its “Go on, be a Tiger” campaign with boosted its image significantly. Accenture has used Woods to personify its claimed attributes of integrity and high performance.
“After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising,” the company said Sunday, adding that “it wishes only the best for Tiger Woods and his family.” Accenture said it will immediately transition to a new advertising campaign, with a major effort scheduled to launch later in 2010.
