Winnipeg Free Press - PRINT EDITION

Gillette shaves Tiger from endorsement deal

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PORTLAND, Ore. -- Procter & Gamble Co. will not renew its endorsement deal with Tiger Woods at the end of the year, adding another name to the list of companies that cut ties with the golfer after last year's revelations of marital infidelities.

The company used Woods, Roger Federer, Lionel Messi and dozens of other athletes as part of its three-year "Gillette Champions" marketing campaign. Gillette said Thursday it was phasing out that program and not renewing the contract with Woods and several other athletes. It stopped using Woods himself in the campaign months ago.

The golfer was once the most sought-after pitchman in sports and was the first athlete to earn US$1 billion from endorsement agreements. However, many corporations cut ties or distanced themselves from Woods after the scandal that broke just over a year ago and dominated headlines for months.

Accenture LLP, AT&T Inc. and Gatorade all dropped Woods as an endorser. Companies such as Gillette and Tag Heuer didn't end their relationships outright but stopped featuring him in advertisements.

Nike Inc. and Electronic Arts, which had more invested in his skills as a golfer rather than a more general symbol of excellence, stuck with him.

-- The Associated Press

Republished from the Winnipeg Free Press print edition December 24, 2010 C2

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