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.