EA Sports Facing Tough Decision on Tiger

by pastapadre
Posted December 14th, 2009 at 9:19 am

tiger101214

Over a week ago I wrote my first take on the Tiger Woods situation. At the time it was basically just about infidelity and suspicious circumstances surrounding a car accident. Sponsors were sticking by him and public opinion, while down, was still in support of him as a sports figure. That all has spiraled down since with news that has worsened on a daily basis significantly changing perception. It now may just be a matter of time before EA Sports has to drop Tiger as the face of their golf franchise.

The number of women he is linked to has reached double digits. Included in that bunch are a couple porn stars. Details such as Ambien fueled sex makes him come off even worse. Images of his mother-in-law being rushed to the hospital and the 911 call by his wife speak to the gravity of what he has brought on his family and the stress they have all been under. It is one thing to read about all his mistresses but adding his own words through published text messages and hearing him in the voicemails makes it that much more striking.

Initially all the companies associated with Tiger Woods released statements in support of him. In recent days they have started distancing themselves. Accenture has announced that they will be ending their deal with him. Gillette is removing him from much of their advertising campaign. Tag Heuer is doing the same. Gatorade is dropping his line of sports drinks.

Forbes published an article expressing their belief that EA Sports to eventually do the same. EA has since responded that there is no change in their relationship with Tiger at this time.

What these companies had hoped for was for Tiger to get back out and change the story. He needed to come out and make a public appearance and statement which he hasn’t done. Mostly though he needed to be on the course winning tournaments. That won’t be happening as he announced via written statement that he is taking an indefinite hiatus from golf. Most suspect he will be back for The Masters in April but that is uncertain.

It presents some difficulty for EA Sports in making a final determination. They are actually in the best position compared to the other companies he endorses. The video game is all about the sport and his association to it, not so much about his public image. Tiger Woods 11 would not release until June so a decision does not have to be made immediately. EA can wait it out for a couple months and make a decision then based on the climate at that time. They have no incentive to make an announcement right now unlike the others who have ongoing marketing campaigns.

My earlier feeling was that EA would most likely be able to ride it out. I don’t believe that is the case anymore. The game sells the best on the Wii which is a very family-centric consumer base. His image has been tarnished too much. Marketing the game would be difficult because they would not be able to push sales through Tiger’s popularity any longer and would have to avoid inevitable backlash that would come from their continuing to support him.

Already we have seen some effects on sales of Tiger 10. The game has been out for nearly six months so it isn’t a dire situation by any means but retailers are slashing prices on the game. Given the timing it probably isn’t a coincidence. Last week Amazon reduced the Wii version by 25% for a sale and currently it is reduced by 20%. The 360 and PS3 versions haven’t seen as much movement. The Wii really appears to be where the prospect of keeping Tiger presents the biggest conflict.

What would put the story over the top would be the release of nude pictures or a sex video, both of which have been rumored and Tiger has filed an injunction to prevent should something show up. There is no proof that either exist but given the circumstances of what he has been involved in the possibility doesn’t seem all that far fetched. If anything along those lines comes to fruition there wouldn’t be a question any longer on whether EA would be able to keep him.

At this time I would put the likelihood of Tiger being dropped by EA at 60/40. We may not know for sure for several months however and a lot is dependent on how the story continues to develop. Should it happen I don’t believe that he would be replaced by another golfer in the title of the game. No one in the sport comes near his stature and it would only lead to stories that center on the “guy who replaced Tiger”. The game would probably just end up as EA Sports PGA Tour 11.

Tags: latest news

http://intensedebate.com/people/topper91 topper91

All his sponsors should take the Phil Knight stance: What he does off the course is his business, what he does on the course creates business. It's just that simple. Tiger being the best golfer in the world is big business for EA, Nike, Gillette, Tag Heuer, and all the rest. EA shouldn't drop him, in my opinion. And even if they do, when all this blows over, they'd probably sign him up again anyway, a la Nike and Kobe Bryant. Can't kill the cash cow……

http://intensedebate.com/people/pastapadre pastapadre

EA can believe that all they want. But ultimately it is the consumers that they have to answer to.
pennstater4life

that's ridiculous in my opinion. as a sponsor what Tiger does off the course IS their business. you know what Michael Vick did off the field? He killed dogs. Tiger got caught having multiple affairs with different women outside of his marriage. To ignore it is basically saying that you condone his behavior, that your company is okay with this, and that money is more important than morals. What if companies stood by Vick and said…"while we understand that Vick has killed dogs and financially contributed to a dogfighting ring…what Vick does off the field is his business. Vick is a great athlete and what he does with a football creates business." When you are being paid millions of dollars in your sport and from companies outside your sport, sadly, your personal life is everyone's business..that's just the way it goes. What if Tiger was BEATING his wife, not just CHEATING on her? Would that be different? Wouldn't people care a WHOLE lot more.

http://intensedebate.com/people/topper91 topper91

All his sponsors should take the Phil Knight stance: What he does off the course is his business, what he does on the course creates business. It's just that simple. Tiger being the best golfer in the world is big business for EA, Nike, Gillette, Tag Heuer, and all the rest. EA shouldn't drop him, in my opinion. And even if they do, when all this blows over, they'd probably sign him up again anyway, a la Nike and Kobe Bryant. Can't kill the cash cow……

http://intensedebate.com/people/pastapadre pastapadre

EA can believe that all they want. But ultimately it is the consumers that they have to answer to.
pennstater4life

that's ridiculous in my opinion. as a sponsor what Tiger does off the course IS their business. you know what Michael Vick did off the field? He killed dogs. Tiger got caught having multiple affairs with different women outside of his marriage. To ignore it is basically saying that you condone his behavior, that your company is okay with this, and that money is more important than morals. What if companies stood by Vick and said…"while we understand that Vick has killed dogs and financially contributed to a dogfighting ring…what Vick does off the field is his business. Vick is a great athlete and what he does with a football creates business." When you are being paid millions of dollars in your sport and from companies outside your sport, sadly, your personal life is everyone's business..that's just the way it goes. What if Tiger was BEATING his wife, not just CHEATING on her? Would that be different? Wouldn't people care a WHOLE lot more.

djaran

So true Mo….They are only dropping him to work on a lower contract with him later. This is all for show.
djaran

So true Mo….They are only dropping him to work on a lower contract with him later. This is all for show.
Deeunit

I'm Ron Burgandy?
Deeunit

I'm Ron Burgandy?
dumbass

how about ray lewis, ea didnt think twice about having him on the cover and he was part of felony murder, anyone without millions would be rotting in prison. steve mccnair cheated and the titans wear his number on there helmets. when it comes down to it everyone cheats, in games, on wives, on husbands. on tests
dumbass

how about ray lewis, ea didnt think twice about having him on the cover and he was part of felony murder, anyone without millions would be rotting in prison. steve mccnair cheated and the titans wear his number on there helmets. when it comes down to it everyone cheats, in games, on wives, on husbands. on tests
currycash

It didn't take long for Kobe to grace the cover of NBA2K10 after his "affair". Yeah, people hated him for awhile. They booed him. Then he worked on his image, and became a champion. Interviewers no longer ask him what happened in Denver that night. Questions now are centered around his professional life. He learned a lesson. A lesson Tiger will have to study. He'll come up with a solution. We will know it soon. In the meantime most of his sponsors will go away. Nike won't. But they have always been rebels. That's why I love Nike. Because they know there is a little Tiger in all of us.
Tiger will walk the courses again. Many will loathe him. Many will boo. Many of them, ironically, will have commited adultry themselves. But Tiger will survive. We will learn from him and about him. More about his charity work. More about his thoughts. More about the man. Tiger isn't hiding from us right now. That's not his style. He is working this out in his mind. Just like you and I would. The dude is human. Breathes the same air as us. Maybe sex was Tigers drug of choice. Now he has to kick the habit.
currycash

It didn't take long for Kobe to grace the cover of NBA2K10 after his "affair". Yeah, people hated him for awhile. They booed him. Then he worked on his image, and became a champion. Interviewers no longer ask him what happened in Denver that night. Questions now are centered around his professional life. He learned a lesson. A lesson Tiger will have to study. He'll come up with a solution. We will know it soon. In the meantime most of his sponsors will go away. Nike won't. But they have always been rebels. That's why I love Nike. Because they know there is a little Tiger in all of us.
Tiger will walk the courses again. Many will loathe him. Many will boo. Many of them, ironically, will have commited adultry themselves. But Tiger will survive. We will learn from him and about him. More about his charity work. More about his thoughts. More about the man. Tiger isn't hiding from us right now. That's not his style. He is working this out in his mind. Just like you and I would. The dude is human. Breathes the same air as us. Maybe sex was Tigers drug of choice. Now he has to kick the habit.
Rex Wechsler

A tremendous mess for certain, but EA would be making a panic move if it dropped Tiger. Just think about EA golf and how it has been associated with nothing but Tiger over the last decade. Few even know that EA produced a golf game before Tiger Woods. As salacious as this story is, the storm will pass, hopefully without any more gory details surfacing. I agree that any move wouldn't have to be made for several months, and by then, maybe Tiger can salvage his image.

If EA does make a move, I would like to see more pro golfers being featured. Although it seems that the Tiger Woods game features more golfers every year, I have always believed that EA carefully selects the players so as not to damage their relationship with Woods. EA may be able to better certain aspects f the game this way.

Overall, though it would mean a tremendous downward shift for the financial outlook of the game if it lost the very recognizable 'Tiger Woods' marquee. it is something that must be weighed very carefully before being done.
Rex Wechsler

A tremendous mess for certain, but EA would be making a panic move if it dropped Tiger. Just think about EA golf and how it has been associated with nothing but Tiger over the last decade. Few even know that EA produced a golf game before Tiger Woods. As salacious as this story is, the storm will pass, hopefully without any more gory details surfacing. I agree that any move wouldn't have to be made for several months, and by then, maybe Tiger can salvage his image.

If EA does make a move, I would like to see more pro golfers being featured. Although it seems that the Tiger Woods game features more golfers every year, I have always believed that EA carefully selects the players so as not to damage their relationship with Woods. EA may be able to better certain aspects f the game this way.

Overall, though it would mean a tremendous downward shift for the financial outlook of the game if it lost the very recognizable 'Tiger Woods' marquee. it is something that must be weighed very carefully before being done.
http://intensedebate.com/people/Sidewinder Sidewinder

I just don't know who would replace him. They could go with a different guy every year, but superstars are few and far between in golf. Going from Tiger Woods on the cover to even Phil Mickelson would make it seem kind of second rate.

This is the kind of thing were nobody's a winner and I think they're gonna have to hope that Tiger somehow comes back from this thing.
http://intensedebate.com/people/Sidewinder Sidewinder

I just don't know who would replace him. They could go with a different guy every year, but superstars are few and far between in golf. Going from Tiger Woods on the cover to even Phil Mickelson would make it seem kind of second rate.

This is the kind of thing were nobody's a winner and I think they're gonna have to hope that Tiger somehow comes back from this thing.
nolesfan

Just Drop the Wii verson, who cares about that game. I know it sells a lot of copies, but really…if parents don't want their kids playing his game, so be it, I can assure you their probably doing other things even worse.

I
nolesfan

Just Drop the Wii verson, who cares about that game. I know it sells a lot of copies, but really…if parents don't want their kids playing his game, so be it, I can assure you their probably doing other things even worse.

I
iffy

A lot will depend on how he plays when he comes back. Other superstars have been able to overcome this same type of indisgression. It's always sad to see an icon and idol burn because of the impact it has on kids who look up to these sports figures. Although his name is Tiger, he is human and there's no excuse, but many men in his position would probably do the same. Nobody knows what goes on behind closed doors. As far as the game, I don't think EA will do anything right away. I believe that Tiger can repair his image, maybe not completely, but I don't think this is the end of him. I think EA should just take a wait and see approach, but it would have been much worse for them had this whole thing been Madden instead of Tiger. It would have been a lot more interesting as well.
iffy

A lot will depend on how he plays when he comes back. Other superstars have been able to overcome this same type of indisgression. It's always sad to see an icon and idol burn because of the impact it has on kids who look up to these sports figures. Although his name is Tiger, he is human and there's no excuse, but many men in his position would probably do the same. Nobody knows what goes on behind closed doors. As far as the game, I don't think EA will do anything right away. I believe that Tiger can repair his image, maybe not completely, but I don't think this is the end of him. I think EA should just take a wait and see approach, but it would have been much worse for them had this whole thing been Madden instead of Tiger. It would have been a lot more interesting as well.
CTGuy

What about Michelle Wei Golf 11??
CTGuy

What about Michelle Wei Golf 11??
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