Losses
After Woods’ multiple infidelities came out, many companies re-evaluated their relationships with the golfer. Accenture, AT&T, Gatorade, and General Motors all completely ended their sponsorship deals. Gillette then suspended advertising featuring Woods and TAG Heuer dropped Woods from advertising. Golf Digest also suspended Woods’ monthly column. However, Nike and Electronic Arts continued to work with him. A study came out and estimated that his affairs cost him between $5 billion and $12 billion.
Losses
Therapy
In February 2010, Tiger Woods announced he had been in a 45-day therapy program. He apologized for his actions once again. “I thought I could get away with whatever I wanted to. I felt that I had worked hard my entire life and deserved to enjoy all the temptations around me. I felt I was entitled. Thanks to money and fame, I didn’t have to go far to find them. I was wrong. I was foolish.” Just a few weeks later, Woods announced his return to professional golf.
Therapy
