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Sponsors Will Suffer From Tiger’s Absence

Wednesday, 18 Jun 2008 | 3:29 PM ET

Tiger Woods has many endorsement deals, but the ones that will be the hardest hit are the companies that stand to benefit from Woods when he’s out on the course.

In order to get an estimate as to how much would be lost, I called Eric Wright of Joyce Julius & Associates, a firm that breaks down logos on the field of play and translates it into equivalent television advertising time.

Assuming that Woods would play in nine more tournaments, and conservatively betting that Woods would win four of them, Wright estimated that lack of having Tiger’s swooshes out on the course would result in $65 million to $75 million worth of lost exposure.

Since Buick is on Woods’ bag and occasionally gets into the shot while he’s playing, Wright said Buick will lose out on $5 million to $10 million of exposure.

Finally, since doing a deal with Gatorade, Woods has been chugging it out on the course. The shots where Woods actually has drink in hand are rare, but Wright says Gatorade will miss out on about $2 million in exposure with Woods being off the course.

Questions? Comments? SportsBiz@cnbc.com

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