Accenture ends Tiger Woods sponsorship "no longer the right representative" [View All]

[The Straight Story]

Accenture ends Tiger Woods sponsorship


(AP) — Global consulting firm Accenture Ltd. has ended its relationship with Tiger Woods, marking the first major sponsor to cut ties altogether with the golfer since his alleged infidelities surfaced and he announced an indefinite leave from the sport to work on his marriage.

In its first statement since the Woods' scandal erupted, Accenture said Sunday the golfer is "no longer the right representative" after the "circumstances of the last two weeks." The move ends a six-year relationship during which the firm credited its "Go on, be a Tiger" campaign with boosting 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," Accenture said, adding that "it wishes only the best for Tiger Woods and his family."

The firm plans to immediately transition to a new advertising campaign, with a major effort scheduled to launch later in 2010. An Accenture spokeswoman said it is company policy not to discuss details of sponsorship contracts, including whether Woods' deal contained a morals clause that would allow Accenture to end the contract without paying a break-up fee.

http://www.golf.com/golf/tours_news/article/0,28136,1947395,00.html