Tiger Woods was a golf prodigy who became the #1 golfer in the world and earned an estimated $1 billion from endorsements. In 2009, he crashed his car after an argument with his wife and refused to speak to the media for over a month, fueling rumors of infidelity. It was later revealed Woods had affairs with over 100 women. He lost most of his major sponsors and took a break from golf. Woods eventually apologized but many believe he could have handled the scandal better with more transparency.

1. Case Study 25:
Tabloid Tiger
By: Jo Moore & Samantha Case

2. Prodigy Child
● Tiger Woods (Eldrick Tont Woods), born in Cypress, California
● A golf prodigy, trained by his father
● Attended Stanford University
● By age 20 he went pro.
● Was the youngest person and first African American in the prestigious
Augusta National Golf Club.

3. Rise in Tiger’s Career
● 1996, Started a foundation that provides scholarships and golfing activities
for inner-city youth. (TGR Foundation)
https://tgrfoundation.org/about/
● #1 in the Official World Golf Rankings in 1997.
● By 2009, Wood’s earnings were estimated at $1 billion from golf prizes,
appearance fees, endorsement deals, according to Forbes.

4. Issues
● 2008: Tore a knee ligament, but continued to play golf for ten months.
● 2008: A double stress fracture in the same leg, right before the U.S. Open.
Played it and won still.
● 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.
“Tiger Tantrums” as named by Rick Reilly of ESPN

5. The Car Accident
● Nov 27, 2009 - Woods Crashed car into a fire hydrant and neighbor's tree
outside the house at 2:25 a.m.
● Woods was found lying on the ground , and his wife used a golf club to
break him out of the car.
● Lacerations on his lower and upper lip.
● Woods avoided the media after the accident. Also canceled appointments
with Florida Highway Patrol three days in a row.

6. The Media Circus Begins
● The tabloids started filling up speculations because of Woods silence
towards the media.
● TMZ posted online that an argument between Woods and his wife is what
led to his accident.
● Other speculations that led to his accident, was that his wife confronted
him about having an affair.

7. Tiger’s Statements
Statement released December 2, 2009

8. The Women
● 121 Women were named in the
cheating scandal, with the
youngest being a 21 year old
neighbor who Tiger had known
for years.
● The women consist of party
planners to porn stars and
waitresses.

9. Tiger Takes A Break
● On December 11, 2009 after his
intense interaction with the
media Woods announced he was
taking a break from golf.
● After this revelation, sponsors
decided to part ways with the
golfer.

10. Sponsors React
● The first week Wood’s sponsor’s
stood by him.
● As his scandal deepened, some
sponsors slowly started to
distance themselves from the
golfer.
● After Wood’s announced his
indefinite split from Golf, a
majority of his sponsors decided
to split ways.

11. Tiger’s Comeback
● On February 19, 2010, Tiger spoke out to the public about his
unethical actions and gave a sincere apology.
● 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.
● Five minute restricted meetings with the press. Questions were
limited.

12. Where Tiger Went Wrong.
● Not Transparent
● Refusal to meet with police
● Reprimanding the media
● Overwhelming media silence
● Press “Interviews”
● 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
agent’s position? His sponsors?
6. What strategies do you believe would have worked with this campaign?

14. ● https://www.newsweek.com/six-biggest-public-relations-blunders-tiger-has-made-so-far-
222742
● http://www.cnn.com/2009/US/12/11/tiger.woods.statement/index.html
● http://apps.prsa.org/SearchResults/view/8588/105/Tiger_Woods_six_big_PR_mistakes#.XHUg
ruhKi02
● http://www.thesmokinggun.com/documents/crime/tiger-woods-accident-report