Tag Heuer Ends Sponsorship Of Tiger Woods

TAG Heuer, one of the world’s top luxury sports watch brands, announced that it has ended its ten-year sponsorship of Tiger Woods, currently the world’s number one 35-year-old golfer. When the Swiss watch company expired earlier this year, it no longer renewed a multimillion-dollar endorsement contract with Woods. So far, this cooperation is the longest cooperation in the history of TAG Heuer.
    Woods’ career has been difficult since late 2009, followed by incidents of romance and divorce. Since then he has never won a match and lost the sponsorship of several well-known companies. Although the partnership between TAG Heuer and Woods has continued to this year, in late 2009 TAG Heuer stated that it would ‘re-evaluate’ the relationship between TAG Heuer and Woods, and then reduced the use of Woods image in marketing activities.
Tag Heuer, one of the world’s top luxury sports watch brands, has ended its long-term sponsorship of Tiger Woods. © TAG Heuer
    ‘We are convinced that Tiger will eventually regain the full trust of the public, and his extremely talent and fighting spirit will help him overcome difficulties,’ said TAG Heuer CEO Jean-Christophe Babin at the end of the contract. ‘We hope that Tiger will be all right in his future golf career, that he will have a good time with his new partner, and that everything is good in his private life.’
    Woods has endorsed and wore TAG Heuer watches since 2002. TAG Heuer’s professional golf watch is also the first watch to meet the special needs of golf players, designed by Woods himself. Today, according to the watch company, this watch has been ‘rebuilt’ into a professional sports watch from TAG Heuer.
    Although Woods’ contract was formally terminated on May 31, until August 5, Ron Sirak, executive editor of Golf World Magazine and former patron of Woods, expressed Woods’s agent in a widely reported feature. The news became known to the public when it was acknowledged that the commercial partnership with TAG Heuer was terminated. Since then, the US global newspaper USA Today; Bloomberg Business News; The Times of India; The Daily Telegraph and many other publications around the world have reported on the news.
    TAG Heuer, a watch company based in La Chaux-de-Fonds, Switzerland, will continue to focus on golf. It now has a partnership with Suzann Pettersen, the second-ranked professional golf association player.