Παρασκευή, 11 Δεκεμβρίου 2009

Όταν το όνομά σου μετατρέπεται σε brand, τότε οι κανόνες αλλάζουν.

Αποκτάς τις ιδιότητές του, τη δύναμή του αλλά και τα ρίσκα του. Μετά δεν σου αρκεί ο δικηγόρος αλλά χρειάζεσαι crisis management.

Το σκάνδαλο με τον Tiger Woods, ένα από τους μεγαλύτερους αθλητές του golf το image του οποίου συνεχίζει να κάνει κατακόρυφη... βουτιά με τις καθημερινές αποκαλύψεις από την προσωπική του ζωή έχει πολλές πτυχές.

Τα sites και παραδοσιακά μέσα που καλύπτουν το θέμα έχουν ανεβάσει την αναγνωσιμότητά τους κερδίζοντας έτσι νέους πελάτες σε διαφήμιση, ενώ οι χορηγοί του αθλητή, έχουν αρχίσει και σκέφτονται πώς το σκάνδαλο επηρεάζει τα δικά τους brands. Ο Woods έχει χορηγούς τις Accenture, Nike, Tag Heuer, Electronic Arts, Gillette και το Gatorade της Pepsi με το τελευταίο να έχει ανακοινώσει επισήμως ότι εγκαταλείπει το δημοφιλή παίκτη.


Woods Attacked By Angry Fans Over Sex Life

Alex Watts, Sky News Online

Tiger Woods has been subjected to a hail of abuse from fans after being linked to at least ten women - including two porn stars, a waitress and a nightclub hostess.

                 
        Tiger Woods admitted he was guilty of transgressions that had hurt his family
                                 
The forum on his official website has hundreds of hate messages venting vitriol at his "philandering ways" and shattered marriage.

As the golf star's career continues to plummet with daily revelations about his sex life, questions are being asked over why his once-slick management team have allowed the scandal to get out of control.

One abusive post reads: "You are a disgusing PIG! (sic)...you don't deserve your children... just cause you have a ..... doesn't mean you deserve such a gift.

"You now represent a huge part of what is wrong in our world today. How will you ever look your children in the face again and feel like a good father."

Another rants: "You are such a piece of garbage... good job wrecking your family, butthead."

And another says: "You are a laughing stock - just another arrogant athlete who thought he could get away with anything... your image was nothing but a fraud."


                    Fans are continuing to leave hate messages on his website                                             

The situation has been made worse by comments on the website from Woods himself.

In a section called Dear Tiger, where the billionaire answers fans' emails, he is asked about how he copes with the heartbreak of being away from his wife and kids while on tour.

Woods replies - just days before his mystery car crash two weeks ago: "You're exactly right, Rupert.

"Now, it's very difficult to leave Elin and the children, and I'm sure it's only going to get tougher.

"Once Sam and Charlie start school, it won't be easy to take them out of class for a week-long trip

                          Rachel Uchitel is among a string of women linked to the champion golfer

"A veteran pro once told them (sic) it's tough to leave them as babies, but once they ask you not to go, it breaks your heart. That's something I'll always remember."

Marketing experts have expressed bewilderment at the lack of protection from his agents, International Management Group.

They say it is farcical that the abuse has not been removed from the website.

"American people love the fall of the high and mighty, but they also love a comeback story," said Leigh Steinberg, a US sports agent.

"He needs to get out front with all the facts and make a public apology to the relevant people so the healing can begin and he can put this behind him, otherwise it will eat him alive."





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