Tag Heuer to 'downscale' Woods partnership

One of Tiger Woods’ key sponsors, Swiss watchmaker TAG Heuer, have announced they will “downscale the use of his image” in their campaigns during his indefinite period of absence from the sport.

Woods announced last week that he was taking a break from the game in order to save his marriage, having admitted being unfaithful to wife Elin.

The American world number one’s partnership with Accenture has already been brought to an end after the consulting firm said he was “no longer the right representative” for their brand, although TAG Heuer’s statement made clear that their partnership would continue, albeit in a more limited capacity.

The company said in a statement: “TAG Heuer confirms today that it will continue its relationship with golf number one Tiger Woods but will respect his desire of privacy by modifying his role in the coming months’ marketing programs.

“Tiger Woods became a TAG Heuer brand ambassador in 2002. The relationship between the leader in prestigious sports watches and chronographs since 1860 and golf virtuoso Tiger Woods has always been extremely professional and productive.”

TAG Heuer president and CEO Jean-Christophe Babin said: “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. We will continue to actively support the Tiger Woods Foundation.”

Gillette have said Woods will have a more “limited” role in their future campaigns while telecommunications giant AT&T say they are “evaluating their relationship” with Woods.

Sportswear manufacturer Nike insist they will stand by the player.

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