sporting brands

Tiger Woods Still a Valuable Brand to His Sponsors

Posted by Mark J. Miller on December 3, 2012 03:29 PM

It’s not cheap to put on a big-name golf tournament, especially when it’s the Tiger Woods World Challenge, which pays out $1 million to whoever finishes first (this year, it was Graeme McDowell, above) and $120,000 to the golfer who finishes in last place.

Eighteen of the top players in the world take part in the event which started in 1999, a decade before he banged his Cadillac Escalade into a fire hydrant and a tree outside his Florida home at 2:30 in the morning and his life began to unravel as news of his many mistresses began to spill out. Woods has since had his personal life opened up for pretty much everybody to see and gone through a divorce. Many of his endorsement deals disappeared (see ya, Accenture, AT&T, Gatorade, and GM) and a few stuck with him (Nike, Electronic Arts). Tiger did his best to lay low for a bit.

And even though it appears that Woods has gotten his golf game back in action and he’s moving forward with his life, there is still some fallout from the scandal. Chevron pulled out as the title sponsor of the World Challenge, which benefits the Tiger Woods Foundation, after last year’s event and “a deal with a major company unexpectedly fell through at the last minute in early September,” according to the Associated Press.Continue reading...

brand news

In the News: P&G, Pfizer, NBA & more

Posted by Dale Buss on June 13, 2011 09:00 AM

In the News

Apple store employee moves to unionize.

Chipotle expansion plans hit by rising costs.

Citi defends delay in disclosing hacking.

Dell gives precedence to Chinese market for tablet roll-out.

Dole blitzes US cities to pump up banana sales.

Edmunds.com to launch Groupon-type channel for cars.

Ford is ordered to pay $2 billion to dealers in old pricing dispute.Continue reading...

respect your elders

The Grim Reader: Northwestern Urges Consumers to Face Up to Longevity

Posted by Dale Buss on March 28, 2011 04:30 PM

A lot of financial-planning advertising tries to get Americans to think about how big a nest egg they’ll need upon retirement and then suggests an advice brand that will help them reach the goal.

Well, Northwestern Mutual is trying to get Americans to consider “The Number,” too – but it’s a different kind of number. This is the number for how many years they might be likely to live.

The giant Milwaukee-based life insurer – once known for its brand positioning as “The Quiet Company,” and more recently for the slogan, “Build a Foundation for Life” – has launched a Lifespan Calculator on its website that helps you figure out your expected longevity.

The calculation is based on a number of factors, including habits regarding diet, exercise and vices. Life expectancies in America continue to rise, to 80.6 years for females born today and 75.7 years for males.

The point of Northwestern Mutual’s calculator actually is to remind people that, with longer life spans, retirement savings must go further than they used to. And so more Americans will figure they need professional help so their money doesn’t run out before they do.Continue reading...

brand news

In the News: Adidas, Ford, Fossil, GM + more

Posted by Dale Buss on August 11, 2010 09:00 AM

Adidas is launching a series of mobile apps to expand its brand.

Ford's 2011 Explorer is 85% recyclable and 30% more fuel efficient, says company.

Fossil rides worldwide economic improvement to tripling of its quarterly profit.

GM is expected to report “impressive” second-quarter results tomorrow on the strength of growing sales and lower expenses.

Google faces more international pressure on mapping privacy as police raid its offices in South Korea.

HP is surprised that ousted CEO Mark Hurd doesn’t just go quietly into that good night of scandal.Continue reading...

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