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BRANDING NEWS: Accenture dumps Tiger Woods

 

 

Global consulting firm Accenture has ended its six year relationship with troubled golfer Tiger Woods, the first sponsor to do so after the revelations of the sportsman's infidelities emerged.

Woods, who has announced that he is taking indefinite leave from professional golf, was chosen to front Accenture's high-profile campaign with the strapline "Go on be a Tiger" in 2003.

In a statement Accenture said the golfer is, "no longer the right representative" after the "circumstances of the last two weeks."

It continued, "After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising.

"For the past six years, Accenture and Tiger Woods have had a very successful sponsorship arrangement and his achievements on the golf course have been a powerful metaphor for business success in Accenture's advertising."

Accenture has announced that it will move to a major new marketing push, planned for 2010.

Woods' agent at IMG Worldwide Mark Steinberg said, "Accenture has made a decision to not continue with their sponsorship. We are disappointed but respect their decision.

One of Woods' consumer sponsors Gillette has said that it will not be broadcasting ads featuring the golfer or including him in public appearance for the foreseeable future. Another AT&T said it is continuing to evaluate its relationship wit Woods, while Nike and EA Sports remain sponsors.