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