Tiger trying to come out of the woods

Jennifer Collins Feb 19, 2010
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Tiger trying to come out of the woods

Jennifer Collins Feb 19, 2010
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TEXT OF STORY

Steve Chiotakis: Golfing-turned-gossip sensation Tiger Woods holds a press conference today. And what he’ll say is about as big a secret as that other secret he’s kept for so long. Here’s Marketplace’s Jennifer Collins.


Jennifer Collins: Tiger Woods is breaking his silence today. It’s the first step in what his agent refers to as “the process of making amends.”

Dan Leinweber is a public relations consultant:

Dan Leinweber: I think that he should stand up and talk to the press and his fans. I mean after all, he has millions of followers out there.

Making up with his fans is one thing. Making up with his sponsors could be more difficult. Before the scandal, Woods earned a $100 million a year from companies like AT&T and outsourcing firm Accenture.

Leinweber: I would imagine the Accentures of the world will not be back to him.

But some sponsors, like Nike and video game maker Electronic Arts, stayed with Woods, and today’s event could signal the return they’ve been waiting for.

Michael Leeds is an economist at Temple University:

Michael Leeds: Tiger woods is Nike, Nike is Tiger Woods — at least in terms of the golf world.

Leeds says: Nike should do well from its five-year deal with Woods, so long as he gets back on the course.

I’m Jennifer Collins for Marketplace.

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