Tough Times: GM ends endorsement deal with Tiger Woods
Celebrity endorsements are a powerful thing. For instance, when you see someone wearing a set of fly Nike high tops, Michael Jordan invariably comes to mind. And when you see a Buick Rendezvous roll by, no doubt an image of Tiger Woods is conjured. Alright, so maybe the greatest golfer ever got the short end of that 9 iron, but it doesn't matter much anymore as General Motors has announced that its ending Buick's nine-year endorsement deal with Tiger Woods effective December 31, 2008. GM says the decision to separate was amicable and mutual (they always say that). For his part, Tiger has a second cub on the way and GM, well... GM would rather keep its assembly plants open a few extra days than pay an athlete to stand next to a Buick Lacrosse. Smart choice, we'd say. And now, when Congress asks Rick Wagoner for examples of how GM is sacrificing during these tough economic times, he can tell them, "We fired Tiger Woods!". You check out GM's official Dear John letter to Tiger after the jump.
[Source: GM, Photo by ROBYN BECK/AFP/Getty]
PRESS RELEASE
GM And Tiger Woods Announce End To Endorsement Deal
DETROIT, MICHIGAN – General Motors and Tiger Woods announced today that they will conclude their endorsement deal effective December 31, 2008.
Both GM and Woods agreed to a mutual and amicable separation that included a desire for more personal time for the 14-time major winner who is expecting his second child in late winter as well as the search for budget efficiencies during a difficult economy for General Motors. For the past nine years, Woods has endorsed GM products around the world and has been heavily associated with the Buick brand in the US, Canada and China markets.
Mark LaNeve, General Motors North American Vice President of Sales, Service and Marketing said, "Tiger has been a great friend to GM and a fantastic asset through the years helping to bring consumer awareness to many new GM products. In light of the news coming out of Washington," LaNeve added, "This decision is the result of discussions that started earlier in the year and the timing of this agreement with these other activities is purely coincidental."
In a statement, Woods commented, "I am very proud of the long standing partnership I've had with GM and have enjoyed being a part of the company's dramatic product evolution. We've had a lot of fun together and I participated in some unique and rewarding activities. We've enjoyed a tremendous partnership over the years and we will maintain strong ties with the many people at GM we call friends."
Reader Comments (Page 1 of 2)
why not the LS2LS7? 4:01PM (11/24/2008)
Tough times call for tough measures. I'm bummed Buick never reached their potential with Tiger as spokesperson. It really was their best change to get the crowd who never would consider a Buick to give one a shot.
But it was not to be.
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The Other Bob 4:02PM (11/24/2008)
They need to threaten to cancel their NASCAR support. Then a ton of NASCAR guys will be calling their congressman demanding the Gov't Support the Big Three.
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CBR 4:15PM (11/24/2008)
Anyone know what they were paying him?
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2004m3driver 4:19PM (11/24/2008)
They paid him in Porsches.
dsharp23 4:22PM (11/24/2008)
I remember seeing him in Santa Monica a few years ago in a 993 turbo in that really loud racing blue color....must have happened just before the buick deal.
I bet he's so glad to be out from under that tree!
Polly Prissy Pants 7:52PM (11/24/2008)
$7 million a year for 8 years. I wonder what the ROI on that $56 million was.
inteller 4:27PM (11/24/2008)
This all reminds me of the Robot Chicken Episode with TW and Nike.
"We OWN you!"
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RRL 4:32PM (11/24/2008)
Just in time for the Porsche Panamera.
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inteller 4:50PM (11/24/2008)
well it will have room for the kids and golf clubs. He said he wanted to spend more time with them.
Judy Zik 4:33PM (11/24/2008)
It's about time. Micheal Jordan needed good shoes to do his thing so that tie up worked well. Tiger's job has nothing to do with cars and it was pretty obvious that he wouldn't drive a Buick. Heck he still wouldn't drive one when he was given the choice while on their bankroll. Something other car companies might want to take notice of if his agent is shopping him around now.
Endorsements are stupid anyway. Tell me why I should buy your product. I really don't care what famous people you gave one for free to.
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IK 6:49PM (11/24/2008)
luxury goods are largely bought as 'status and image' products. people want to create an image for themselves, so having an admired personality to endorse your product does make a lot of sense.
micheal and nike
james and aston
kate and calvin
Will 10:33AM (11/25/2008)
Endorsements are good for talking smack. My friends have a hard time complaining about their equipment when I say "Oh yeah, well Lance Armstrong one The Tour on that steed, so I think it may be operator error."
noz 5:06PM (11/24/2008)
Poor TW....what will he do without all that extra money?
Wish I could make as much as he does just hitting a stupid ball around a lawn....I mean...what worth does making products that safe lives have compared to what he does....pfffff..
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Corey W. 7:48AM (11/25/2008)
That's the world we live in...... And every time we give money to these people to entertain us, and give them the life we wish we had, we make ourselves look more and more stupid.
Henry T 5:08PM (11/24/2008)
GM is upset because Tiger has more money than they do.
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IK 6:50PM (11/24/2008)
ask tiger woods to bail out GM
or at least Buick
I mean, since he likes them so much
Tool 5:12PM (11/24/2008)
I always love the "I want to spend more time with my family" excuse.
If I had the opportunity to make $7 million or spend more time with my family the choice would be simple. Even if I had a wife as hot as his. I think she would understand.
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Mr Cool 5:24PM (11/24/2008)
I gotta bring home the bacon DAMMIT!
cFoo 5:19PM (11/24/2008)
The best caption EVER!
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OrangeDog 5:45PM (11/24/2008)
This was always such a weird endorsement because nobody believed Tiger would drive a Buick out of free will. I seriously doubt anyone bought one because he endorsed them. Almost as bad as having Cindy Crawford in the Cadillac commercials for the unfortunate Catera, aka "The Caddy That Zigs."
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