Tarnished Tiger Woods not affecting products endorsed

ENDORSEMENTS

Would you buy a car, a watch, a pair of sneakers or a soft drink from Tiger Woods? According to NDP Group Inc., the Port Washington-based consumer research organization, you probably would.

In a poll of 44,000 consumers released Thursday, NDP said 23 percent of those it surveyed between Dec. 16 and Jan. 5 said they have purchased some of the products Woods has endorsed, even after worldwide disclosures that the golf champion has had numerous adulterous affairs. NDP said its survey found that nearly one-third of respondents said their opinion of Woods has "significantly declined" since the embarrassing revelations, but most said they planned no change in their purchases. Five percent said they do plan to cut back on Woods-endorsed products. The majority of those were 55 years or older.

NDP said 2 percent of those who have purchased Woods goods said they plan to buy more. They came primarily from a younger demographic, NDP said. Marshall Cohen, NDP's chief retail analyst, said in an interview that the marquee value of Woods-endorsed products has not changed.

"This shows that the products Tiger has chosen to endorse have longevity beyond him," Cohen said. "It also says the consumer is not willing to give up their choice of product, either because what Woods has done is not big enough for them, or because they just don't want to give up the product."

Among other products, Woods has endorsed General Motors cars, Titleist golf balls, General Mills foods, the American Express card and Nike shoes. Most of the companies have dropped Woods, who is to make a statement Friday about his behavior.

At a glance

Tiger Woods earned more than $100 million a year from

endorsement deals.

Here's a sampling:

Gatorade, $1 million

Swiss watch maker Tag Heuer, $5 million

Nike, $30 million

Accenture, $20 million

Gillette, $15 million

Game maker Electronic Arts, $8 million

Source: News reports