Woods counts cost of scandal as television adverts disappear

Golf star plummets 18 places on list of industry's most valuable 'faces'

Dented or otherwise, would you buy a used car from Tiger Woods? What about a flashy Tag Heuer watch? Or a Gillette razor? And would you take his financial advice by going shopping with an American Express card and getting your taxes done by the men in suits from Accenture?

Once, consumers unhesitatingly splashed out on the driving maestro's recommendations. But these days, they aren't so sure. The first sign that being the world's most famous philanderer will seriously harm the earning power of the world's finest golfer emerged yesterday, with news that television advertisements featuring Woods have mysteriously vanished from the American airwaves.

According to Nielsen, the last commercial featuring Woods, a 30-second spot endorsing Gillette, ran on November 29th, two days after a late night car crash sparked wave after wave of revelation about his extra-marital affairs. His ranking on the Davie Brown Index, which US advertising agencies use to rank 2,700 celebrity endorsers, is also in freefall. For years, Woods has been the industry's sixth most valuable "face", sandwiched between Oprah Winfrey and Bill Cosby, and earning an estimated $110m [£69m] a-year from endorsements. Now he's suddenly dropped to 24th, one spot below Julia Roberts.

The news came after Gatorade, a sports drink manufacturer owned by Pepsi, confirmed that it had decided to discontinue "Tiger Focus", a flavoured product introduced in 2007 after what Golfweek magazine reported as a $100m deal that would last for five years.

Pepsi's PR department insisted that the move had nothing to do with recent incidents. "We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010", read a statement. They would not comment on whether the relationship with Woods would continue.

Officially, all of the corporate giants who pay tens of millions each to have Woods as their "face" still claim to be happy with the business relationship. The firms – who include AT&T, EA Sports, Accenture, Gillette, Nike, and a private jet company called Netjets – would have consumers believe that the sudden disappearance of their TV ads featuring the once-ubiquitous star is a mere coincidence. But a total of eleven women have now been identified as former mistresses of Mr Woods, including two pornographic actresses and several cocktail waitresses and nightclub hostesses, and his squeaky-clean image is unlikely to recover.

Yesterday, Jaimee Grubbs, whose voicemail message from Mr Woods warning her that his wife was on the warpath over their relationship has already been leaked, shared intimate messages from the star with the New York Post. One read: "I need you". Another promised simply: "I will wear you out".

It was also claimed that Rachel Uchitel, the woman first identified as responsible for the marital row that saw Woods pursued from his home by a golfclub-wielding wife, has emails from the star saying: "I finally found someone I connect with, someone I have never found like this. Not even at home. Why didn't we find each other years ago?"

Adultery isn't the only alleged transgression clouding the golfer's horizon. Police say he refused to give a blood sample after being admitted to hospital, following reports that he'd consumed alcohol and taken prescription drugs on the day before the notorious crash.

Woods has still not ventured out in public, and his only statements about the scandal have been delivered in writing on his personal website.

"He cannot just remain silent, out of sight," public relations expert Mike Paul told the New York Times. "He should have done a one-on-one interview within the first 24 to 48 hours. He should have done something like Oprah, and he needs to soon."

Start your day with The Independent, sign up for daily news emails
Voices
Lucerne’s Hotel Château Gütsch, one of the lots in our Homeless Veterans appeal charity auction
charity appeal
Arts and Entertainment
Tony Hughes (James Nesbitt) after his son Olly disappeared on a family holiday in France
tv
News
people

Jo from Northern Ireland was less than impressed by Russell Brand's attempt to stage a publicity stunt

Sport
Scunthorpe goalkeeper Sam Slocombe (left) is congratulated by winning penalty taker Miguel Llera (right)
football
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksNow available in paperback
Arts and Entertainment
The Apprentice candidates Roisin Hogan, Solomon Akhtar, Mark Wright, Bianca Miller, Daniel Lassman
tvReview: But which contestants got the boot?
Life and Style
A woman walks by a pandal art installation entitled 'Mars Mission' with the figure of an astronaut during the Durga Puja festival in Calcutta, India
techHow we’ll investigate the existence of, and maybe move in with, our alien neighbours
Arts and Entertainment
Jim Carrey and Jeff Daniels ride again in Dumb and Dumber To
filmReview: Dumb And Dumber To was a really stupid idea
Arts and Entertainment
Sir Ian McKellen tempts the Cookie Monster
tvSir Ian McKellen joins the Cookie Monster for a lesson on temptation
News
i100
Travel
Tourists bask in the sun beneath the skyscrapers of Dubai
travelBritish embassy uses social media campaign to issue travel advice for festive holiday-makers in UAE
Arts and Entertainment
Jennifer Saunders stars as Miss Windsor, Dennis's hysterical French teacher
filmJennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress
Life and Style
tech
Sport
Nabil Bentaleb (centre) celebrates putting Tottenham ahead
footballTottenham 4 Newcastle 0: Spurs fans dreaming of Wembley final after dominant win
Voices
Jimmy Mubenga died after being restrained on an aircraft by G4S escorts
voicesJonathan Cox: Tragedy of Jimmy Mubenga highlights lack of dignity shown to migrants
Life and Style
Sebastian Siemiatkowski is the 33-year-old co-founder and CEO of Klarna, which provides a simple way for people to buy things online
tech
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Ashdown Group: Helpdesk Analyst

£25000 per annum: Ashdown Group: An established media firm based in Surrey is ...

Ashdown Group: Java Developer - Hertfordshire - £47,000 + bonus + benefits

£40000 - £470000 per annum + bonus: Ashdown Group: Java Developer / J2EE Devel...

Ashdown Group: Head of Finance - Financial Director - London - £70,000

£70000 per annum: Ashdown Group: Head of Finance - Financial Controller - Fina...

Recruitment Genius: Business Development Executive - Nationwide - OTE £65,000

£30000 - £65000 per annum: Recruitment Genius: This small technology business ...

Day In a Page

Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

Jeb Bush vs Hillary Clinton

Karen Tumulty explores the power dynamics of the two first families
Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

Stockholm is rivalling Silicon Valley

The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

Crucified Santa: Urban myth refuses to die

The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

The Boy in the Dress: On set with the stars

Walliams' story about a boy who goes to school in a dress will be shown this Christmas
La Famille Bélier is being touted as this year's Amelie - so why are many in the deaf community outraged by it?

Deaf community outraged by La Famille Bélier

The new film tells the story of a deaf-mute farming family and is being touted as this year's Amelie
10 best high-end laptops

10 best high-end laptops

From lightweight and zippy devices to gaming beasts, we test the latest in top-spec portable computers
Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

The batsman has grown disillusioned after England’s Ashes debacle and allegations linking him to the Pietersen affair
Susie Wolff: A driving force in battle for equality behind the wheel

Susie Wolff: A driving force in battle for equality behind the wheel

The Williams driver has had plenty of doubters, but hopes she will be judged by her ability in the cockpit
Adam Gemili interview: 'No abs Adam' plans to muscle in on Usain Bolt's turf

'No abs Adam' plans to muscle in on Usain Bolt's turf

After a year touched by tragedy, Adam Gemili wants to become the sixth Briton to run a sub-10sec 100m
Calls for a military mental health 'quality mark'

Homeless Veterans campaign

Expert calls for military mental health 'quality mark'
Racton Man: Analysis shows famous skeleton was a 6ft Bronze Age superman

Meet Racton Man

Analysis shows famous skeleton was a 6ft Bronze Age superman
Garden Bridge: St Paul’s adds to £175m project’s troubled waters

Garden Bridge

St Paul’s adds to £175m project’s troubled waters
Stuff your own Christmas mouse ornament: An evening class in taxidermy with a festive feel

Stuff your own Christmas mouse ornament

An evening class in taxidermy with a festive feel
Joint Enterprise: The legal doctrine which critics say has caused hundreds of miscarriages of justice

Joint Enterprise

The legal doctrine which critics say has caused hundreds of miscarriages of justice
Freud and Eros: Love, Lust and Longing at the Freud Museum: Objects of Desire

Freud and Eros

Love, Lust and Longing at the Freud Museum