2. Prodigy Child
โ Tiger Woods (Eldrick Tont Woods), born in Cypress, California
โ A golf prodigy, trained by his father
โ Attended Stanford University
โ By age 20 he went pro.
โ Was the youngest person and first African American in the prestigious
Augusta National Golf Club.
3. Rise in Tigerโs Career
โ 1996, Started a foundation that provides scholarships and golfing activities
for inner-city youth. (TGR Foundation)
https://tgrfoundation.org/about/
โ #1 in the Official World Golf Rankings in 1997.
โ By 2009, Woodโs earnings were estimated at $1 billion from golf prizes,
appearance fees, endorsement deals, according to Forbes.
4. Issues
โ 2008: Tore a knee ligament, but continued to play golf for ten months.
โ 2008: A double stress fracture in the same leg, right before the U.S. Open.
Played it and won still.
โ 2009: Woods returned to golf after his knee injury, and that is when
people started to realize his bad manners and tantrums towards the sport.
โTiger Tantrumsโ as named by Rick Reilly of ESPN
5. The Car Accident
โ Nov 27, 2009 - Woods Crashed car into a fire hydrant and neighbor's tree
outside the house at 2:25 a.m.
โ Woods was found lying on the ground , and his wife used a golf club to
break him out of the car.
โ Lacerations on his lower and upper lip.
โ Woods avoided the media after the accident. Also canceled appointments
with Florida Highway Patrol three days in a row.
6. The Media Circus Begins
โ The tabloids started filling up speculations because of Woods silence
towards the media.
โ TMZ posted online that an argument between Woods and his wife is what
led to his accident.
โ Other speculations that led to his accident, was that his wife confronted
him about having an affair.
8. The Women
โ 121 Women were named in the
cheating scandal, with the
youngest being a 21 year old
neighbor who Tiger had known
for years.
โ The women consist of party
planners to porn stars and
waitresses.
9. Tiger Takes A Break
โ On December 11, 2009 after his
intense interaction with the
media Woods announced he was
taking a break from golf.
โ After this revelation, sponsors
decided to part ways with the
golfer.
10. Sponsors React
โ The first week Woodโs sponsorโs
stood by him.
โ As his scandal deepened, some
sponsors slowly started to
distance themselves from the
golfer.
โ After Woodโs announced his
indefinite split from Golf, a
majority of his sponsors decided
to split ways.
11. Tigerโs Comeback
โ On February 19, 2010, Tiger spoke out to the public about his
unethical actions and gave a sincere apology.
โ In the press conference, Tiger admitted to cheating and all the
affairs that were accounted for. He also denied any domestic
violence in his marriage.
โ Five minute restricted meetings with the press. Questions were
limited.
12. Where Tiger Went Wrong.
โ Not Transparent
โ Refusal to meet with police
โ Reprimanding the media
โ Overwhelming media silence
โ Press โInterviewsโ
โ No preparation for his sport
13. Discussion
1. What golfing accomplishments made Woods a superstar athlete?
2. What was Tiger Woods estimated earnings from his endorsements?
3. How long did it take Woods to break his silence after the car accident?
4. Why did he start to lose his sponsors?
5. What would you have done different if you were in his position? His
agentโs position? His sponsors?
6. What strategies do you believe would have worked with this campaign?
Rachel Uitchel (party planner, the first linked to Tiger)
Jaimee Grubs - waitress, Vh1 Tool Academy
Mindy Lawton -hostess at resturaunt near house in Florida
Getting in front of a crisis is the best way to handle it. From November to Feburary Tiger was mostly quiet with the exception of a few statements posted on his website.
By not meeting with the police, it seemed as if something fishy was going on.
Same as 1
In February, Woods gave interviews with Golf Channel and ESPN where questions were either
In a press conference in April 2010, Woods mentions how he was not ready to play before the Masters. However, the masters is a huge tournament and