Friday Tiger Woods spoke…he controlled the message, he got his points out, he was serious and he addressed all the groups he needed to address in a statement. Another stage in the comeback is complete for him. He did not have the long, drawn out presser with reporters, especially those who cover him in his sport, in the room and he avoided distractions and forced the media to cover just what he and his brand needed them to cover. he was true to what he has always done in the better of times, he controlled the message and the access. Just as he would drive reporters to his website for comments and news, now he drove them to another ballroom in Ponte Vedra to listen while pool reporters asked a few questions to him and to his assembled group.
Now the fun begins. In the next few days, there will be the circus of getting reaction from the women involved, psychologists, “brand experts,” Women's organizations, politicians, equipment sellers, caddies, jockeys, zookeepers, whoever the media can find. But not Tiger. As George Willis pointed out in Saturday's New York Post, the one question that remains to be answered…that the sports fan and those who spend money on golf need to know…is when Woods will be back. Until he is back playing, the sport, and all those who work in the sport, will continue to suffer in these still challenging times. While the NBA ratings rise, Olympic viewers watch, the NFL sets records, NASCAR looks for new audiences and baseball gets going, golf is falling in as an afterthought in the eyes of the American sporting fan, and for that matter, the TV and branding world. With that, less people play, buy equipment, watch, spend money on food at events etc etc. That means less discretionary income going to those who work in the sport, and that is not good for the business of sports, let alone golf. Is it fair to have all this on the back of one supersta.? Maybe not, but that is the nature of sport. We love and follow our heros, and we love when they come back. When they don’t play, their stories are only just so interesting, and eventually we move on to something else.
For the last few years, golf has looked to try and figure out what is next when Tiger leaves, just like hoops looked to see what is next without Michael Jordan. it took time, but the NBA found their marketing and branding place and has come back. Can gol.? We shall see. One thing is for sure, Woods did what he felt he needed to do yesterday to start the process and diffuse some of the issues, and gave people just enough to get the comeback going. Did he answer all or any of the questions he needed t.? Thats up for debate. However the biggest question for those who make a living in the sport remains unanswered. And until that question is answered…when does the comeback on the course begi.? The issues for golf as a business are even begin that just one golfer, even the biggest star.
