P&G dropping Woods as Gillette endorser

Posted: December 30, 2010 in Brand management

Procter & Gamble’s Gillette has decided to end its Champions marketing campaign and cuts ties with Tiger Wood, who started the ad campaign in 2007.

P&G had used Woods, Roger Federer and dozens of other athletes as part of its “Gillette Champions” marketing campaign. Gillette, which plans to phase out its champions marketing program in the first quarter of 2011, will not renew its endorsement contract with golfer Tiger Woods. The endorsement is reported to end on the 31 December as a consequence of which Procter & Gamble will be terminating its Champions marketing campaign. The campaign was scheduled for the first cut up of the upcoming New Year.

According to the announcement made by the Gillette communications director Michael Norton, ‘Gillette’ and Tiger Woods will be parting ways after 2010 ends.

Gillette said, “His contract ran its full term like many other athletes that were part of the Champions program. We are ending the Gillette Champions program after three years. Like any brand, we refresh our marketing efforts to ensure they continue to be relevant for our consumers.”

Woods has lost several corporate sponsorships since news broke of his extra-marital affairs. Woods has earned more than $1 billion from endorsement deals over the years, but last year’s sex scandal and his winless 2010 season scared away many companies, including Gillette owner Procter & Gamble.

Not only Gillette but also Gatorade has planned to end sponsorship deal with Woods. However, there are still eight sponsors that have not entered the infidelity cult. Nike Golf, Upper Deck, EA Sports, Tag Heuer, NetJets, TLC Laser Eye Centres, Golf Digest and the Tiger Woods Dubai Resort thus plan to stand by the golfer who was recently divorced by wife Elin Nordegren and lost the world number one position in world golf ranking.

“One must be very careful with his/her reputation because once you smudge it, the return is quite difficult. It’s a great lesson for every athlete,” said Mike Paul.

Woods is still included in the top 50 highest earning athletes and despite Gillette’s absence, the 34-year-old golfer will still be making more dollars than most of the golfers around

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