| other sponsors (Tag Heur, Accenture, AT&T, Gillete) | | | | struggles from time to time, but Tiger is still |
| have cut some or all ties with embattled golfer Tiger | | | | hands-down the best golfer on the planet. Even |
| Woods, Electronic Arts has decided to stay the | | | | though they may prefer to cut Woods loose, |
| course. | | | | Electronic Arts will have a tough time finding |
| EA will release Tiger Woods PGA Tour Online by the | | | | someone to match his star power, unless Jack |
| end of January, in a show of support for the world's | | | | Nicklaus is landing on a throwback title. The Tiger |
| biggest punching bag. Featuring Woods on the cover, | | | | Woods PGA Tour series has been incredibly |
| the latest title will run on Mac and PC and be available | | | | successful and could lose sales with a new cover |
| to stream directly from the net. The game sounds | | | | athlete - Padraig Harrington PGA Tour 11 doesn't |
| interesting, but much of yesterday's blog post from | | | | quite have the same ring, does it? And he was Player |
| EA Sports President Peter Moore focused on the | | | | of the Year in 2008. I don't think EA changes the |
| choice to stick with Tiger: | | | | brand unless something even crazier emerges, and |
| "This decision will no doubt create some attention | | | | that brings me to my next point: |
| and further speculation about Tiger Woods, and | | | | For this type of sponsor, personal life doesn't matter. |
| about his relationship with sponsors. With that in mind, | | | | It shouldn't hurt EA much to keep Woods. |
| I want to shed some light on why EA SPORTS has | | | | This is really the main point Moore was trying to |
| decided to continue with Tiger on the masthead of | | | | make. For EA, their relationship with Tiger is based on |
| this game. | | | | his ability as a golfer. And it makes sense, right, since |
| Our relationship with Tiger has always been rooted in | | | | their product is a golf game. Everyone buying the |
| golf. We didn’t form a relationship with him so | | | | game enjoys golf to some degree, while many were |
| that he could act as an arm’s length endorser. | | | | drawn to the sport by Tiger in the first place. Plenty |
| Far from it. We chose to partner with Tiger in 1997 | | | | of these people will ignore real-life golf while Woods |
| because we saw him as the world’s best, | | | | takes his leave of absence, before returning to |
| most talented and exciting golfer. We struck that | | | | watch when he eventually returns. Fans of golf - |
| partnership with the assumption that he would remain | | | | video game, real or both - associate Tiger with the |
| near or at the top of his sport for years to come. By | | | | sport and care little about his personal life. Sure, the |
| his own admission, he’s made some mistakes | | | | casual gamer may not buy the title, but I doubt the |
| off the course. But regardless of what’s | | | | scandal has a big impact on sales. |
| happening in his personal life, and regardless of his | | | | With that said, the rules are different for a company |
| decision to take a personal leave from the sport, | | | | like Accenture. Even though EA hired Woods for his |
| Tiger Woods is still one of the greatest athletes in | | | | golf game, Accenture paid for his image. Yes, that |
| history. At EA SPORTS, we make authentic sports | | | | image includes Tiger's work ethic and on-course skills, |
| simulations. When we say It’s in the | | | | but they expect model behavior away from the |
| Game, it is not just a tag line but a statement | | | | game. Just think about the brands and what they |
| about the quality and authenticity of the game | | | | stand for - EA is "in the game," despite the fact that |
| experience. Tiger Woods PGA TOUR Online is truly | | | | Accenture is built on a reputation of high standards |
| representative of that rallying cry, and a game that | | | | and strong ethics. Plus, as a consulting firm, they |
| all of us at EA SPORTS are proud to be delivering | | | | GIVE ADVICE... not really something that works well |
| this month to sports console gaming fans around the | | | | with Tiger's image these days. When it comes down |
| globe." A couple of observations: | | | | to it, each brand is different and not every |
| EA didn't have much of a choice with this one. | | | | Tiger-related decision is equal. Nike, another sponsor |
| Sure, they could have changed the title. But Moore | | | | to stay with Woods, is athletics-based. It makes |
| says the game has been in closed beta for eight | | | | sense that companies like that would make the same |
| months, with over 75,000 people involved. They | | | | choice as EA. Of course, Nike may want to keep |
| were already all-in on this one, making it more | | | | their "just do it" slogan out of Tiger's ads... moving |
| complicated to change the cover athlete than keep it | | | | on... It's still a tough decision for EA, but it's the right |
| the same. That's not normally the case, but it's | | | | one. |
| different with Tiger, who's head and shoulders above | | | | When it comes down to it, Electronic Arts could have |
| every other golfer in the world. Had the scandal hit | | | | gone either way with this one. There were reasons |
| six months earlier, EA could have spent time on a | | | | to cut ties with Woods and reasons to stick with |
| new strategy... in this case, there was too little time | | | | him. But in the end, EA made the right choice for the |
| and too much else to do. | | | | long-term sales of their video game product. When |
| Moving forward, it will still be difficult to cut ties with | | | | he's is back on the course winning majors, Tiger will |
| Woods. | | | | be like Kobe Bryant, Michael Vick and the other |
| As I mentioned, Woods is on another level when it | | | | athletes we've seen forgiven by the American public. |
| comes to golf. He doesn't win every week and even | | | | |