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.

More in this Section

PFA says footballers must ‘share burden’ after UK Health Secretary calls for pay cutPFA says footballers must ‘share burden’ after UK Health Secretary calls for pay cut

Castleisland set to close next week unless solution can be foundCastleisland set to close next week unless solution can be found

‘Some players may have played their last game’‘Some players may have played their last game’

Players must ‘share financial burden’ during coronavirus suspension – PFAPlayers must ‘share financial burden’ during coronavirus suspension – PFA


Much has been said about the perils of being stuck in the house 24/7, like family pets interrupting your important conference calls, your partner leaving their dirty dishes everywhere and the lack of respite from the kids.Silver lining: Seven enforced money-saving habits you might want to continue after lockdown

Put you and your loved ones' pop-culture knowledge to the test with Arts Editor Des O'Driscoll's three fiendishly fun quiz rounds.Scene and Heard: the Arts Ed's family entertainment quiz

A passion for heritage and the discovery of some nifty new software has resulted in an Irish architect putting colour on thousands of old photographs, writes Marjorie BrennanBringing the past to life

Richard Hogan, family psychotherapist, addresses a reader's question about life during lockdownHolding on: how to help your child through the crisis

More From The Irish Examiner