Even as Tiger Woods' sponsors continue to run ads starring the scandal-plagued golfer in national newspapers, commentators are questioning whether corporate partners such as Nike, Gatorade, Gillette, and AT&T will stand by him as the list of alleged Woods' mistresses grows. Can Woods, who's acknowledged "transgressions," hang onto his rich package of endorsement deals—which reportedly supply 90 percent of his income? (Watch a report about Tiger Woods' sponsors sticking by him)
Yes — the risks of dropping Woods are too great: Tiger Woods' sponsors are functionally like "part of his family," says celebrity branding expert David Schwab, as quoted by Golf Digest. They have "long-term relationships" with Tiger, and realize that severing his endorsement deals will anger his fans. "That's why brands typically weather the storm" when celebrity endorsers fall on hard times.
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