Tiger – Forgive or Condemn?

Posted by John

December 10, 2009

tiger woods 1 Tiger Forgive or Condemn?

Since I wrote about Tigergate’s effect on golf, opinions have varied widely from forgiveness to condemnation. Should he be condemned for not living up to his image, or is he just a golfer who should only be judged by his on-course performance?

Remember when Charles Barkley was attacked for not being a role model and his response was he never signed up to be one, he was just doing a job where he could make millions.

Just making a lot of money doesn’t necessarily mean you have to be a role model. We’ve come to expect that many athletes making the big bucks are also out of step with the average Joe or Jane when it comes to off-field/ballpark/court behavior.

There have been so many transgressors that no one really expects them to be role models anymore, except for golf and that may be changing. If it does, it won’t be good for the game.

Golf in the early to mid 19th century had it’s share of characters. But after WWII that all changed with players like Nelson and Hogan taking center stage. By the late 60′s and early 70′s Palmer, Nicklaus and Player were the role models, and they were just golfers. They weren’t corporations.

They didn’t enter our homes selling us products and services for the best known and most respected brands. They also didn’t come to tournaments with an entourage. Jack Nicklaus has stated numerous times that he never had any kind of coach at a tournament.

Now players come with swing, putting, short game, mental and conditioning coaches. Ah, the good old days when players went head to head and not team to team. (Jim Furyk, I’m loving you now, babe.)

My point is that many of the leading golfers are not just golfers anymore, they are brands. Tiger’s success, commitment to perfection and dedication to being the best have been acquired by the likes of Accenture, AT&T, Nike, Gatorade and American Express to name a few. We are sold their products as if they are the ’Tigers’ of their markets. Why would you go to the Paul Casey of consulting when you can have Tiger (Accenture)?

What do we know about Tiger the human – almost next to nothing. His contact with the real world is managed to the last atom. If you’re the media you interface with Tiger the way his handlers tell you or you don’t interface at all – two questions and you’re done. The Tiger we know is a packaged commodity, a brand just like any other corporation.

This is where he, or I should say Tiger Inc. crossed the line. Tiger has made more money from endorsements than golf and because of that he’s required to live up to a higher standard than if he was just a golfer. What would you think about GE if you found out they were trafficking in humans? Right, they’d be history and you’d have to scratch out their logo on your kitchen appliances.

Tiger the golfer will go on, but Tiger the brand is now toast and we can hold him accountable just like we would GE. If he accepts the demise of his brand, he can probably go on to break all of golf’s records, but if he insists on clinging to it he may just cut his own achilles tendon.

To save golf’s image, maybe it’s time for the pro tour to reduce purses and start the trek back to golfers being just golfers. Otherwise, it risks being just another commercialized sport taken to excess. Good marketing is about differentiation and golf’s success will be based on how different it is from other pro sports, not how much it is like them.

If the golf industry does nothing, audiences may still grow in the short term as golf goes global, but it will ultimately end up falling on its own sword. What’s made the sport so appealing for so long is it’s not like other sports. It’s always had it’s own rules and culture that have inspired the best in all of us. I hope it continues!