Notwithstanding the fact that its all in the news, I was determined not to comment on any blog about Tiger Woods' personal affairs as I consider questions of personal behaviour to be important but not the business of anyone but Tiger's family. Looking at the update on the website of Accenture, I am quite appalled at the moral posturing that firms have taken with regard to Tiger Woods' personal affairs. In my view, it is important to have good representatives to base an excellent image upon but it is mere moral posturing to suggest that a sponsorship contract is necessarily threatened by this episode. This is the opportunity to politely assert that the athlete is different from the father and family person and the commercial relationship is all about his athletic ability.
What Accenture confirms to me is what i have always suspected. The whole set of ideas about building brands becomes high-sounding nonsense. Tiger Woods is still a phenomenon on any golf course and that is what attracted Accenture to him in the first instance. It is a mistake to run at the first sign of trouble because this may be emotionally devastating but unlikely to dim the athlete's capability to work when it is done. I wonder whether Accenture would also fail to offer business advise to clients who face similar transient and personal problems. Tiger woods is not the Pope or a Bishop but a golfer. This hurried reversal is Accenture's loss because Tiger will be back.
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