Tiger Named Athlete of the Decade While Nike Gets the Last Laugh

Tiger Woods has been named the Athlete of the Decade by the Associated Press, as reported at USA Today. Despite the fact that his wife Elin Nordegren may file for divorce and despite the fact that Tiger has lost sponsors such as Accenture and Gillette, the honor of Athlete of the Decade could mean the start of a comeback. Sponsors such as Nike have stuck around, and as a result, may be set to enjoy a last laugh.

Nike has held on as a sponsor for the Athlete of the Decade Tiger Woods; Is this a good move?

As the Tiger Woods scandal has unfolded, Nike has remained a sponsor. Unlike Tag Heuer who hesitated for a moment, but decided to stay on, Nike never flinched. Said Phil Knight, Nike chairman and co-founder, as reported at TV Guide, "I think he's been really great. When his career is over, you'll look back on these indiscretions as a minor blip, but the media is making a big deal out of it right now."

Some members of the public would agree. Tiger Woods has taken a leave of absence. During this leave, it is reported that his wife Elin Nordegren is leaving. It was also reported that Elin Nordegren may be signing with Puma, yet as reported at Access Hollywood, that report is denied. Says a spokesperson from Puma, "To correct recent news headlines, Puma has no plans to engage in a brand sponsorship agreement with Elin Woods." However, Puma owns Tretorn, which is a "Swedish inspired" separate clothing line company and Elin may be a representative for Tretorn. Even if Tiger's marriage is over, he can come back with a new brand and a new attitude. He remains the best golfer in the world and few assume that he has lost his ability to continue being the best golfer in the world.

Now that Tiger is Athlete of the Decade will other sponsors leave?

Before Tiger was named Athlete of the Decade, he lost Accenture and Gillette announced that they were reducing their involvement. With this new honor, some believe that the days of Tiger Woods losing endorsements are over. It sets the stage for Tiger to return and for Nike to continue to make money from the golf pro's image. When you see Tiger on a golf course, you see him in Nike. When should he return? Reid Cherner and Tom Weir, sportswriters at USA Today say, "But if Tiger really wants to show he's sincere about working on his home life, he'll sacrifice at least one appearance in a major, and wait until the U.S. Open to return." His home life may now mean a divorce, which is all the more reason for Tiger to work on himself and an image that is authentic for his new life.

Sources:

Doug Ferguson, Woods voted Associated Press' top athlete of decade, USA Today

Puma: 'No Plans' To Sign Elin Nordegren As Brand's New Face, Access Hollywood

Reid Cherner & Tom Weir, Halftime: Whose advice will Tiger take?, USA Today

Kate Stanhope, Nike Chairman: Tiger Woods' Indiscretions a "Minor Blip", TV Guide