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Old 01-05-2010, 08:17 PM   #10
Dayreive

Join Date
Nov 2005
Posts
354
Senior Member
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Howard Stern brought up a good question this morning. Why does Tiger Woods get fired by sponsors, but Charlie Sheen still works for ABC?
It isn't that hard to figure out. Sponsors aren't dropping Tiger because of some moral outrage on their part, but because the strength of the endorsement is based on the character strength of the endorser. Tiger the golfer is Tiger the endorser.

Charlie Sheen is an actor. The success of Two and a Half Men doesn't ride on whether Charlie Sheen is a fine upstanding man; it rides on whether the audience likes (or rather, likes to watch) the character PLAYED BY Charlie Sheen. I suspect that if Charlie Sheen as Charlie Sheen was endorsing products, those companies would similarly drop him.

What I find even more interesting to analyze, at this point, is the fact that EA is keeping Tiger and his video games. Which tells you a lot, really, about EA's consumers vs. Tag Hueur's consumers. EA is, in essence, banking on the fact that gamers still want to be like Tiger and maybe want to be like Tiger even more now -- chick stud, macho bulked-up Vanity Fair dude.
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