Losses
After having been unfaithful to his wife multiple times, many brands re-assessed their connections with the golf legend. AT&T, General Motors, Accenture, and Gatorade all completely finished their sponsorship deals. TAG Heuer let go of Woods from its advertisements, and Gillette suspended any advertising that featured Woods. Woods’ monthly column at Golf Digest was also suspended. However, Electronic Arts and Nike still continued their partnerships with him. According to a study, his infidelity cost him around $5 billion to $12 billion.
Losses
Therapy
Tiger Woods announced in February 2010 that he had joined a therapy program for 45 days. Again, he apologized for his transgressions, saying, “I thought I could get away with whatever I wanted to. I felt that I had worked hard my entire life and deserved to enjoy all the temptations around me. I felt I was entitled. Thanks to money and fame, I didn’t have to go far to find them. I was wrong. I was foolish.” A few weeks after that, he announced his comeback to the world of professional golf.
Therapy