The Marketing Translation of Tiger Woods’ Latest Public Apology

19 Nov

by Dr. Boyce Watkins, Syracuse UniversityScholarship in Action 

This week, Tiger Woods wrote an essay for Newsweek apologizing for his behavior over the past year. Well, it’s not as if Tiger only misbehaved in the last 12 months, but that was when his interesting lifestyle was revealed to the American public. In addition to his essay for Newsweek, Woods also did a well-staged interview with the show "Mike & Mike" on ESPN radio. During the interview, it was agreed that Tiger would not be asked about his divorce from Elin Nordegren or the car accident last year that left everyone suspicious.
Apparently, Team Tiger is back in full effect, putting on a media blitz like no other. Call me a cynic, but I fully suspect that the team is hoping that revamping Tiger’s image will compensate for the fact that he is no longer the greatest golfer in the history of the world. Well actually, he’s not even the greatest golfer in the world anymore after losing his number one world ranking. When he’s no longer one of the greatest athletes on the planet, the world can only think of Tiger Woods as a self-professed adulterous sex addict. That kind of image doesn’t exactly sell video games at Christmas time.

 

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