Are the High Class Endorsements History for Tiger Woods?


In the days before scandals and cheating and divorce lawyers became part of the day to day coverage of Tiger Woods, he used to appear in some pretty tastefully done ads for prominent companies. Now, not so much:
Tiger Woods has signed a three-year deal to promote a Japanese pain reliever, his first endorsement since he was caught in a sex scandal toward the end of 2009.
The deal with Kowa Company Ltd. is geared only toward the market in Japan. Woods already has filmed commercials for "Vantelin Kowa," a heat rub used to relieve muscle and joint pain. The commercial is to be shown in Japan starting next month.
"When looking for a person for a new TV commercial for the Vantelin Kowa series, Kowa determined that Tiger Woods, with his No. 1 accomplishment as a golfer and his overwhelming presence, matches the promotional direction of the Vantelin Kowa series," the company said in a news release. "And we asked Mr. Woods for his cooperation in our new TV commercial."
Rolling out the marketing smarts for muscle rub goop is an honest day's work--I'm not trying to be an elitist here. But, note how far Tiger keeps falling. He's not even able to compete right now, and he's dropping further and further off the golf tournament radar. The people who put on golf tournaments don't even bother wondering if Tiger is going to return to form. The golfing world seems to want to move on. He had better take these endorsement deals while he can.

But, yes. I did do a double-take at the idea of a three year deal. Selling this stuff? Wow.