Accenture Ends Sponsorship of Tiger Woods

(CBS/AP)  Last Updated 4:25 p.m. ET

Global consulting firm Accenture Ltd. is ending its sponsorship of Tiger Woods, saying the golfer is "no longer the right representative" after the "circumstances of the last two weeks."

Accenture's announcement Sunday marks the company's first statement since allegations of Woods' multiple infidelities surfaced in recent weeks. The move makes Accenture the first sponsor to cut ties altogether with Woods since his marital troubles came to light and since his statement Friday that the 33-year-old is taking an indefinite leave from golf to work on his marriage.

The relationship between Woods and Accenture goes back six years, with the New York-based firm in 2006 crediting its "Go on, be a Tiger" campaign with boosted its image significantly. Accenture has used Woods to personify its claimed attributes of integrity and high performance.

"After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising," the company said Sunday, adding that "it wishes only the best for Tiger Woods and his family."

Accenture said it will immediately transition to a new advertising campaign, with a major effort scheduled to launch later in 2010.

On Saturday, Gillette, which uses the slogan "The best a man can get," said , but didn't say it was terminating their relationship completely. Woods was hired by Gillette in 2007 and has been in ads for Gillette Fusion Power razors with titles like "Phenom" and "Champions" with other stars including tennis great Roger Federer and soccer player Thierry Henry.

Other sponsors continue to stick with Woods for the time being.

Electronic Arts, whose EA Sports division has been selling Tiger Woods video golf games for a decade, said Sunday, "We respect that this is a very difficult, and private, situation for Tiger and his family. At this time, the strategy for our Tiger Woods PGA TOUR business remains unchanged." The game's next edition featuring Woods comes out in six months.

Nike Inc. said late Friday it supports Woods' decision to take time off. Gatorade, a unit of PepsiCo Inc., said previously it supports Woods. AT&T has said it is evaluating its relationship with the golfer. Watch maker Tag Heuer did not return a call Sunday, but its Web site continues to display photos of Woods' wearing the Link and Golf Watch models.

Additional Coverage of the Tiger Woods Scandal:
Gillette Shaves Tiger Woods From Its Ads
Questions Abound About Tiger's Golf Hiatus
Can Tiger's Marriage Be Saved?
Tiger Woods Taking Leave from Golf
Alleged Mistresses Have Troubled Pasts
Tiger Texts Show Weakness for Woman
Self-Proclaimed Woods Flame: Sorry, Elin
Tiger Woods' Woes Mount
Gatorade Drops Tiger Woods Drink

[kansas1946]

Golly, this is turning out to be the most expensive piece(s) of t*** in history. Hope it was worth it Tiger. :o(

[nickjacket]

Remember the name AxeCensure. With you in good times and better times.
Void where noticeable. Mileage may vary with privacy. Make love not enemies. Do it today!

[bobnjersey]

[Global consulting firm Accenture Ltd. is ending its sponsorship of Tiger Woods, saying the golfer is "no longer the right representative" after the "circumstances of the last two weeks." ]

sounds to me like he's the perfect spokesman for the same company behind the enron accounting scandal ... lying, cheating, and misrespresenting?

[bshannon55]

you know what is also wrong here; the woman telling the world about being with Tiger the night his father died...who does that benefit? She is mad (wow, she wasn't the one and only) so she is stupid too and needs money selling a crappy story, she is the epitomy of trash - imagine looking in the mirror at that every day! Also, the one that doesn't owe Elin an apology...oh yes you do Sister, you knew he was married with family and you had 50% of the blame - you went after the wrong man and didn't care who you hurt - what does that make you? An innocent? Think not...more like white trash...there is a "race card" for ya!

[bshannon55]

no, he shouldn't "just go back to playing golf" - he chose the life in the public and that means you have a responsibility to your fans - that is who supports you, he can't "just go back to playing golf" he let alot of people down; standards in the public entertainment world have way higher standards and that is what you get paid for. Tiger blew it - no race card involved - Tiger blew it. Out the door like the trash he hangs with..women that believe they are the only one sleeping with a man with a wife and family, they are pathetic, now they are mad and vindictive - he should have known, they should know better! What a bunch of losers - out with the trash!

[bankersvox]

please - let the guy alone..... Tiger.. get back to golf...

[PaGuy1960]

Why has this also turned into a racial issue. Can someone explain that?

[rrozsa]

You seem to be the only person who thinks it has become a racial issue.








to PaGuy1960:


Out of 53 comments, I only saw one that made even one reference ("back of the bus") to any sort of racial point of view. But folks like you just zoom right in on it, looking for an excuse to try and stir up racial polarization. Give us a break.

[I_am_me1953]

Just heard that EA Sports is coming out with another Tiger Woods game called "Gettn Hookered Up", can be pre-orederd now, but due in stores after the first of the year.

[endurorob_5]

One of his sponsors has stepped up and is doing the right thing. Gillette has said he will not appear in any comercials but has not yet fully dropped sponsorship. Yes his personal life is his personal life but a person with immoral personal life should not be put out there as a role model.

[senseofproportion]

Keep it up. The decadence is palpable. Your tedious obsession with Tiger's personal life has got to be a cry for help. Is there anyone besides me who sees just how nuts this frenzy has become? Who is the great moral sagamore among you screaming cats? The media isn't helping the mental health of this country by feeding the sickness. More and more loudmouths are rising up and consolidating their collective madness, rallying around these insignificant dramas. voicing their "outrage" and "moral righteousness." It's burlesque!

[nowhiningallowed]

All due to the adulterous theatrics of yet another slime-ball. Insignificant? I think not. This guy lied to his wife, his kids, his vows. He thought he was too good to be moral and ethical. Lie in your private life, you lie in your public life. It's called being moral, ethical, having integrity, honoring commitments, etc. This isn't a private matter when he elevated to such a high level of publicity. I wonder if he thinks now that all of his cat-ing around was worth the turmoil he and he alone created?