By Arthur Solomon
Remember the topics that dominated the sports marketing media scene the past couple of years or so? It was about the fall of Tiger Woods, Michael Vick, Barry Bonds, Michael Phelps and Roger Clemens.
All became toxic waste with marketers, according to many self-proclaimed PR crises communications "experts."
Now that he was convicted of obstructing justice, the future of Bonds as a product-hawker looks even less promising; so does Clemens, who has not been convicted of anything.
But Michael Vick was "reborn" as a spokesperson for Unequal Technologies, a sports equipment manufacturer, and Phelps still maintains most of his endorsements, as does Woods.
But one of the fivesome is still a product-endorser superstar. If you’re not sure which one, read Forbes magazine.
Despite the never-ending thrashing and mocking of Tiger by comedians and the continuing negative press he attracts, Tiger still commands significant respect among the products hawkers. Forbes magazine just reported that he is still the number one sports celebrity, estimating that Tiger earned $75 million in 2010, the most of any athlete. He also is ranked # 6 on Forbes’ World’s Most Powerful celebrities.
But still, of the five, the Tiger tales of woe seem to be the media delight. His mostly less than sterling golf play has been covered as if it was the end of time.
And on a Comedy Channel sports show, Tiger repeatedly is again the subject of ridicule.
Slings and arrows not withstanding, his salesmanship appeal still is high among consumers. Page 1 of the May 5 New York Times’ “Business Day” section, featured a picture of Tiger with the caption, “AN APP FOR TIGER”S TIPS.”
With what the American economy has been through since Tiger's car accident and with three wars seemingly becoming unwinnable, does anyone except late night comedians and the sports media still really care about Tiger?
You bet they do: the P.R. crises specialists who probably are still recovering from self-inflicted black and blue marks from patting themselves on their backs and from their sore throats from repeatedly saying, “If only he would have listened to us,” the self-proclaimed sports media “psychologists” with their analysis of Tiger’s troubles on the links, the sports marketing and golf industries, and the TV networks that carry golf.
Isn't it time to stop using Tiger as a punching bag? He didn’t kill anyone. He didn’t mug naive clients that were bamboozled by other self-anointed experts -- the financial know-it-alls on Wall Street. He didn't cause the housing meltdown. He didn't cause the recession. He didn't get us into a war based on faulty information.
He didn't try to undermine the constitution. He wasn't found guilty of money laundering and conspiracy to commit money laundering as a former GOP House leader was. He wasn't censured as a Democratic House power was.
Tiger made a mistake and paid dearly for it. But he's already served that sentence and doesn’t deserve to be tarred and feathered for life.
Despite the on-going thrashing he has been subjected to, one thing is certain. It’s almost a safe bet that once Tiger wins a tournament or two, he’ll again be flooded with offers of new endorsements.
While I doubt that Tiger is singing the famous Gershwin Brother’s “Whose Got the Last laugh Now,” with all his endorsements, he’ll never have to sing the equally famous Arthur Johnston / Johnny Burke’s Pennies from Heaven.
And to all the "pound of flesh" P.R. crises practitioners, journalists and comics out there. When will enough be enough?
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Arthur Solomon was senior VP at Burson-Marsteller, where handled national and international accounts. He is available at [email protected]. |