Tiger Woods' Woes Mount

The fallout from Tiger Woods' alleged marital infidelity continues to mount.

The world's richest athlete and most famous golfer appears to have slept with at least 10 women while married to Swedish ex-model Elin Nordegren, before a day-after-Thanksgiving car crash led to a bevy of allegations and unwanted publicity, as well as Nordergren moving out.

To be sure, Woods is not going to starve - or even have to give up his massive yacht - as a result of the lost endorsements and reported hush money payoffs to erstwhile lovers and the unhappy Nordergren.

But PepsiCo Wednesday became the first major corporate sponsor to dump a Tiger Woods-related product -- a Gatorade drink called Tiger Focus. The company says it made the decision before the golfer's car accident led to a media firestorm surrounding his personal life.

The hits to his once impeccable image could wind up costing Woods many of the ultra-lucrative endorsement deals he's enjoyed if things don't turn around in a hurry, Leigh Steinberg, one of the country's leading sports agents told CBS' "The Early Show" Wednesday.

Steinberg told "Early Show" co-anchor Harry Smith that, if he were an advertiser whose products Woods endorses, he'd "have a pretty bad ulcer, and I've got my finger on the pulse of American public opinion, using focus groups and public opinion polls to see how bad this death of a thousand cuts really ends up being."

"He had the most pristine, squeaky-clean athlete in the world doing major product category endorsements with millions of dollars behind it," Steinberg added. "And now, it's like, 'Say it ain't true, Tiger.' How does a father explain to his son exactly what the controversy is about Tiger?"

Woods' public standing is indeed plummeting, according to a report released Wednesday.

According to Davie Brown Entertainment, which publishes a leading industry index, Woods' status with consumers dropped from sixth to 24th on a list of celebrity endorsers, Bloomberg reports.

Bloomberg News reports that prime time television ads featuring Woods have all but disappeared, according to Nielsen Co. data.

Presently, Woods, the world's top golfer, earns $110 million a year from endorsements and tournaments.

"If I was one of the advertisers who had Tiger as my pitchman I might want to rest it for a while until this stuff blows over," Gary Carr, director of a New York-based media buyer company, told Bloomberg.

"The more women that come out and the more mistresses we learn about," so-called reputation doctor Mike Paul told CBS News' Kelly Cobiella, "the sponsors certainly have more of an evaluation going on, and there's increased pressure for them to at least consider dropping him."

The private conduct - or misconduct - of Tiger Woods has brought with it potentially devastating public consequences to the sport of golf he has come to dominate, consequences that could add up to hundreds of millions of dollars, reports CBS News correspondent Jeff Greenfield.

"Tiger Woods is the face of golf. He dominates the port as no athlete says since the 1920's and Babe Ruth," said Kurt Badenhausen, an editor at Forbes magazine.

Badenhausen says numbers dramatically measure the impact. When an injury kept Woods out of the 2008 PGA Championship, ratings dropped 55 percent. When he came back this year, ratings for the Tour Championship jumped 83 percent. Counting PGA events and major tournaments, Woods' presence led to a 136 percent jump in ratings. Why? Because Woods is more than the man who may be the best golfer who ever lives.

"He transcends," Badenahusen said. "Young people, old people like him."

That's why Tiger Woods' troubles may be making sponsors gun-shy. They want their products linked to Tiger the champ, Tiger the great competitor, who won the US Open on a broken leg-not the Tiger who is the punch line of a joke.

Woods' is even apparently losing out on the chance to receive a Congressional Medal of Honor.

In March, Rep. Joe Baca (D-Calif.) introduced a measure to give the Medal of Honor - the highest civilian award that Congress can bestow - to him. Today, Baca said he was giving up that effort.

"In light of the recent developments surrounding Tiger Woods and his family, I will not pursue legislation awarding him the Congressional Gold Medal this session," Baca, who is described as "an avid golfer," told The Hill.

The bill proposed by Baca was to recognize Woods for "his service to the Nation in promoting excellence and good sportsmanship, and in breaking barriers with grace and dignity by showing that golf is a sport for all people."

And now, In Touch Weekly says it has obtained e-mails between Tiger and Rachel Uchitel, the first woman linked to Woods. On Nov. 9, Woods reportedly wrote Uchitel that theirs was much more than a fling. One missive cited says, "I finally found someone I connect with, someone I have never found like this. Not even at home. Why didn't we find each other years ago?"

This, as Woods' mother-in-law recovers after being rushed by ambulance from his Orlando home to a nearby hospital early Tuesday. Barbro Holmberg was treated for what are said to have been stomach pains and, say officials at Health Central Hospital, released 11 hours later. Barbro, 57, is a Swedish politician.

In the 911 call summoning medics, newly-released by police, a frantic woman, thought to be Woods' wife, Elin, is heard saying, "Oh, my god. ... My mom just collapsed! ... She collapsed in the bathroom. What do I do? What do I do?"

Listen to the 911 call

Once again, throngs of reporters were at the mansion and hospital looking for answers, and getting few. It turns out Barbro may have been suffering from nothing more than food poisoning, though the hospital wouldn't confirm it, Cobiella says. They also wouldn't say whether Tiger was at the hospital with her.

Finally, a report on the Daily Beast Web site Monday said Woods might have a problem with prescription medications, but more talk came Tuesday that Woods may really be addicted to sex.

Woods is just the latest celebrity embroiled in allegations of infidelity.

When does cheating constitute a sex addiction?

The number of women claiming to have had a sexual relationship with Woods has reportedly grown to ten.

Dr. Drew Pinksy, of the VH1 series "Sex Rehab with Dr. Drew," told CBS News, "You've got to wonder about addiction. That's the process that has people doing things that don't make sense."

More on Tiger Woods:
Gatorade Drops Tiger Woods Drink
Tiger's Mother-in-Law Home from Hospital
911 Caller from Woods' Home was Panicked
Is Tiger Woods a Sex Addict?
Meds Involved in Tiger Woods Accident?
Elin Nordegren Moves Out
Police Sought Blood Test for Woods
Photos: Tiger Woods
Photos: Sports Sex Scandals
Photos: Elin Nordegren
Tiger Woods: I Let My Family Down
Parnevik: I Thought Tiger was a Better Guy
Tiger's Alleged Voicemail Message