The Tiger Woods Sponsor Deathwatch: AT&T, Gillette, Accenture Waver; Nike Digs in Heels

(MoneyWatch)  Tiger Woods' sponsors were in disarray last week as they scrambled to gauge just how damaging -- and how long -- the scandal was going to go on. With the alleged mistress count rising to 16, and allegations that he spent $60,000 on prostitutes, AT&T, Accenture and Gillette all canceled Woods' image from their advertising. They join Tag Heuer and Pepsico who acted last week to yank ads. Woods hasn't been seen in any TV ad since the scandal surfaced.

Nike and Electronic Arts, on the other hand, both said they were sticking with their man. Woods' remaining corporate supporters face some unique deadlines as they decide how to execute their endorsement contracts with him. Foremost among them: They probably want to have a strategy in place if alleged photos of the golfer having sex emerge. There has already been legal action on that issue in Britain. Woods' lawyers deny the photos are real but want them censored anyway.

Here's the status with the other Woods advertisers:

• Nike: a $30-million deal; sticking with him: "He is the best golfer in the world and one of the greatest athletes of his era," Nike said.
• Accenture: a $20-million deal; removed ads from web site.
• P&G/Gillette: a $15-million deal: no ads: "As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing campaigns. ... [the revelations are] are obviously surprising and a bit disappointing . . . you want people who reflect brand values."
• AT&T: on the fence: "We support Tiger's decision and our thoughts will be with him and his family. We are presently evaluating our ongoing relationship with him."
• Tag Heuer: removing store ads
• Electronic Arts: an $8-million deal; sticking
• PepsiCo/Gatorade: cancelled a Woods-themed drink
• GolfDigest: sticking
• NetJets: sticking
• Upper Deck: unknown
• Tatweer/Tiger Woods Dubai: sticking
• TLC Laser Eye Centers: unknown
• PGA Tour: unknown

There is some good financial news for the golfer. The Tatweer / Tiger Woods Dubai resort still features a silhoutte of the star on its web site. "Excellence, synonymous with the Tiger Woods Dubai," the site says. He may need to hole up there to avoid the paparazzi.

Even Woods' charity ads have turned toxic. Here's a quote from the NY Times about online reaction to a TV spot for the Chevron World Challenge, which benefits the Tiger Woods Foundation's "education and character-development programs" for kids:

"Tiger Woods? Character development! You have to be kidding -- better get his name off of that ad"; "I'm sorry -- but anything with the Tiger Woods endorsement is tainted right now"; and, "Sappy spin by an oil giant. Thank God they partnered with Tiger Woods so the hypocrisy really shines through."

• Related:
• The Tiger Woods Sponsor Deathwatch: Tag Heuer Yanks Ads; Silence Falls on $73M in Contracts
• Tiger Woods' Endorsement Deals Are Toast