"Within time I am confident there will be a global brand that will be using his name and likeness."

Darren Rovell talks to agent Mark Steinberg about the big, bad media, global brands and other Tiger-related stuff. And we find out that it was not the anniversary prompting the new image campaign and pursuit of endorsements.

The thing was, I wasn't just going to pick a date and decide that that would be the date that we'd engage in the marketplace and seek new sponsors. It had to really be the right time and four weeks ago, we knew it was the right time. That's when we started talking business again.

Darren: How did you know it was the right time?

Steinberg: We commissioned a study that involved polling of a certain target demographic.

Darren: So it was, in a way, scientific, not necessarily about the year anniversary of the events.

Steinberg: Right.

Comments

[tlavin]

Sheesh, it's the day BEFORE Thanksgiving, but it seems like the tryptophan is kicking in early. Yawn.

[Pericles]

The tryptophan thing is a myth. All meat has just as much or more tryptophan than turkey and other foods like cheese has more.

[Press Agent]

It's hard to believe someone as obtuse and out of touch could occupy the position that Mark $teinberg has occupied for so long.

[digsouth]

Trojan?

[Tommy Naccarato]

Has Dick Cheney taken over Mark Steinberg's body? Those responses almost sound as if he is on Meet The Press.

[pt]

about as informative as a TW press conference

[Squeaky]

You're doing a great job, Steiny.

[BenSeattle]

Let's presume that Elin walked off with $100 million -- probably paid out over a number of years just to insure her continued silence. Despite number exaggerated "billion dollar man" reports that fail to account for taxes, agent's cut, etc. it's safe to say that Woods has a net worth of between $300 and $500 million dollars. So my question is: the point of this newly-announced "I'M FINALLY OKAY!" campaign merely to troll for new endorsement contracts? To find gullible corporations willing to pay the lying schemer small fortunes because they actually believe an association with his name will ENHANCE (and thus Sell More) their product? This IMG-orchestrated, poll-driven return proves that the non-stop theme of insincerity continues to this day. Has there ever been anyone in sport more determined to announce "Show Me The Money?"

Let me put it this way: I own a Tag Heuer wristwatch. When Tag failed to fire Woods as an endorser, that watch went into a drawer and I now wear a $30 Casio. My letter to the Swiss watchmaker told them exactly that.

[Old Hornet]

@ BenSeattle

If you took the time to write Tag Heuer a letter to express your displeasure, the watch isn't worth the dust it's collecting. Sell the sucker and buy something nice for a loved one or take a nice little golf vacation.

[digsouth]

I cannot think of one item or service I have bought in the last decade that was a reaction to any celebrity endorsemet.

I used Gillette b4 TW and still do, i drank gatorade b4, and still do. I find most commercials now are so busy being 'creative' they fail to mention WTF they are for nearly enough.

I love some of the insurance commercials with great songs, but don't ask me the names of the companies: they leave no impact.


And so it goes. I remember Janine Turner selling some kind of eyedrops, and CZ-Jones selling cel phones, but to buy somethng because some golfer or actor says he uses it is not in my makeup.

Oh, and i know that Drew Barrymore sellls makeup.

TW should pocket what he has, go play golf and tell IMG to stick it. He is making a fool out of himself (again)

the guy still has time to get a real life, and I hope he does.

[Ky Laffoon's Ghost]

The only response to this can be, "Huh?" Steiny can't really be serious, can he? How much you wanna bet his "target demographic" is that subset of American males who yell "Get in the hole!" while watching golf and are envious that Tiger got tight with Jenna Jameson's former crew while they will forever be on the outside looking at that demographic? Wonder how he screened for them? But I might listen to Janine Turner...which kind of eyedrops?

[Magical Figjam Parade Float]

Truly once and for all what I want is a Macy's Thanksgiving Day Golf Float. Patch to (I am) Steinyman, who knows what's happening. I want to know why hasn't the USGA or PGA fulfilled my dream yet, since this is the next step in any family-friendly PR campaign to restore dignity to a flailing industry; and just as Michael Vick is redeemed, so too shall be Tiger Woods when he starts winning again. Bad timing this year, I know, but maybe can we get a Tiger float next year? Don't sweat the SPSSx analysis over it just for me though, Dude, after all it's just helium we're talking about when it comes right down to it.

[Phil the Author]

Magical,

With a Tiger balloon I would be very afraid of what parts might over-inflate...

[Marky Mark]

As far as global brands appearing on his bag, I am guessing Red Bull from Thailand - they blow tons on Formula 1, so are used to doling out big promotional dollars.

I would be surprised if it is anything from China (with the expection of maybe Lenovo which a lot of people think is still something attachted to IBM).

[Mort]

Steiny-proof. The 1st Anniversary. It's being remembered as other infamous dates are.

[digsouth]

Yippie Ky, (yay yay!)

For a great view of Janine's posterior, there is a Richard Gere movie where he is a doctor.

Drops for the eyes, my friend. Who knows what brand.....my point exaxtly.

[Walter]

Sex sells, except in Tiger's case.

[pasaplayer]

Red Bull has Timmy Lincecum on its endorsement payroll, and put him there AFTER his pot bust, a transgression which was handled with honesty and ablomb. Unfortunately it's too late for TW to take note, never mind Steiny.

Hell, isn't it wonderful to imagine TW actually reading this blog and heading some of the sage advice he might find here?

[pasaplayer]

PS: Happy Thanksgiving in Shackland. (A perfect holiday here; played a sweet Fazio design for the first time (and walked, by the way) with my beloved in the sunshine. Here's wishing you all the same contentment).

[Buffett]

Why would anyone buy a watch because some celebrity wears it?

Interestingly, Americans buy products made in totalitarian countries, and don't write letters to the manufacturers.

[vwgolfer]

Americans are in denial about their existence, we also hate ourselves.

[Jim S]

I think the target demographic was of one person: Tiger's accountant.