Accenture announced today it is dropping its six-year sponsorship deal with Tiger Woods. Official statement from the company:
“After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising.”
The move is a particularly damaging blow to Woods considering Accenture’s close association with the golfer, which included print, TV and airport advertising in 27 countries. The company has sponsored Woods since 2003.
The WALL STREET JOURNAL reports that as of Saturday night Accenture billboards of Woods were still intact but the company said it plans to “immediately transition to a new advertising campaign.”
Gatorade, Gillette, Tag Heuer and AT&T have all scaled back marketing efforts involving Woods, but have not dropped overall agreements with the golfer.
Will Accenture’s outright cancellation of its deal with Woods embolden other sponsors to do the same? Perhaps. Those companies may also wait to see if Woods’ legal team challenges Accenture’s attempt to drop its deal with the golfer.