Tag Heuer reduces use of Tiger's image
Source: Agencies |
December 20, 2009, Sunday
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Print Edition
Print Edition
SWISS watch maker Tag Heuer said on Friday it would not use Tiger Woods, who has admitted to marital infidelity, in its advertising in "certain markets" to respect the golfer's desire for privacy.
"The partnership with Tiger Woods will continue, but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf," Tag Heuer's Chief Executive Jean-Christophe Babin said in a statement.
The company, a unit of LVMH Moet Hennessy Louis Vuitton, said it was standing by the world's No. 1 golfer, who last week said he was taking an indefinite break from pro golf.
Babin told the Swiss daily Le Matin that the company would no longer use Woods' image in its US advertising for an indefinite period, preferring to use other celebrities like popular actor Leonardo DiCaprio.
"We must take into account the sensitivity of some consumers in relation to recent events," the paper quoted Babin as saying.
Tag Heuer, which previously said it was assessing its relationship with Woods, became the latest company to distance itself from the golfer.
On December 13, Accenture Plc ended its endorsement deal with Woods, and Procter & Gamble Co's Gillette has dropped him from its marketing. AT&T Inc has said it is assessing its relationship with Woods.
Woods, 33, admitted earlier this month to "infidelity" in his marriage to Elin Nordegren as allegations of multiple extramarital affairs surfaced.
The golf icon and world's first billionaire athlete, said he would take an indefinite break from pro golf to try to save his marriage.
"The partnership with Tiger Woods will continue, but we will downscale the use of his image in certain markets for a period of time, depending on his decision about returning to professional golf," Tag Heuer's Chief Executive Jean-Christophe Babin said in a statement.
The company, a unit of LVMH Moet Hennessy Louis Vuitton, said it was standing by the world's No. 1 golfer, who last week said he was taking an indefinite break from pro golf.
Babin told the Swiss daily Le Matin that the company would no longer use Woods' image in its US advertising for an indefinite period, preferring to use other celebrities like popular actor Leonardo DiCaprio.
"We must take into account the sensitivity of some consumers in relation to recent events," the paper quoted Babin as saying.
Tag Heuer, which previously said it was assessing its relationship with Woods, became the latest company to distance itself from the golfer.
On December 13, Accenture Plc ended its endorsement deal with Woods, and Procter & Gamble Co's Gillette has dropped him from its marketing. AT&T Inc has said it is assessing its relationship with Woods.
Woods, 33, admitted earlier this month to "infidelity" in his marriage to Elin Nordegren as allegations of multiple extramarital affairs surfaced.
The golf icon and world's first billionaire athlete, said he would take an indefinite break from pro golf to try to save his marriage.
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