In light of the current issues regarding Tiger Woods infidelity, Gatorade has dropped the pro-golfer from sponsorship. Although the company states the decision to drop Tiger Woods "was not related to revelations about the golfer's private life" and the company claims to have made this decision to drop him months ago. An industry magazine called Beverage Digest reported "on 25 November - two days before Woods crashed his car and sparked off the chain of events which continues to feature in the global media. Tiger Force was launched in March 2008, and according to Beverage Digest the Woods-backed drink represented less than 5% of Gatorade's volume." The result of the loss of sponsorship for Tiger Woods could for the most part be seen as a result of poor sales, however, taken in within a context of the current issues surrounding Tiger Woods' extra-martial affairs, readers could automatically attribute the loss of his sponsorship to that. The social control aspect of this article indicates the parallel between society wanting some sort of retribution for the actions of Tiger Woods and viewing this in the context of him "getting what he deserves" by loosing his sponsorship. However, since he was dropped prior to the incident within his private life, the drop of sponsorship was in no way in relation between the public image of the company and Tiger Woods.
Article can be found at: http://news.bbc.co.uk/2/hi/business/8403418.stm
Arlinda Smith, blog post #6
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment