Tiger Woods, among some of the most successful golfers across the world has also been recognized as one of the highest-paid athletes for years. Woods has broken several golf records in addition to being awarded PGA Player of the Year numberous times. Despite his success on the course, Woods’s carreer took a turn for the worst when word of his affair leaked to the media in 2009. Upon addmitting his infedelifty to his wife with several other women, Woods suffered severe loss with marketing deals and sponsers. Brands such as Gillette, Accenture, AT&T, Gatorate, and EA sports terminated their contracts leaving Woods with Nike who ultimately cut his $20 million-per-year deal in half.
Examples such as this prove that there is much more to an athletes success than simply physical achievements. Marketers look for athletes who can provide an all around desireable image to society, being not only a role model, but an inspiration to fans and consumers across the world.