By winning the Tour Championship this weekend, Tiger Woods accomplished more than just a remarkable comeback in a game he once dominated.
A combination of tabloid scandals and injury had dimmed Woods’ star, but marketing experts predicted that as he heads into what are likely the waning days of his career, he could once again become as beloved on Madison Avenue as he is on the fairway.
“Every indicator is that Americans love their heroes, and they occasionally fall from grace, but when they regain their competitive capacity, I think endorsements and the opportunities follow because American marketers love to be associated with winners,” said Richard Burton, the David Falk professor of sport management at Syracuse University. “I would expect marketers to come back to him.”
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