Tiger Woods’ value as a product endorser has been severely affected by the revelations about his private life, it has emerged.
The Davie-Brown Index, a list used by marketers and advertising agencies to determine the influence of celebrities on consumer behaviour, ranks Woods as the 24th most valuable endorser – down from the sixth position he occupied before the scandal.
The world No1 earns a reported $110m every year from his endorsements and appearances at tournaments. Forbes magazine ranked him as the fourth highest-paid celebrity for the 12 months leading up to the end of June this year.
However, his standing with the public appears to be plummeting and none of Woods’ sponsors has aired an advert featuring the golfer since November 29, two days after the car crash that sparked allegations of multiple extramarital affairs.
