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Tiger's Wrecking Ball

by John M. Curtis
(310) 204-8700

Calling it quits for the time being from professional golf, the world’s No. 1 golfer, Tiger Woods, announced Dec. 11 he would take an indefinite hiatus. Since his Nov. 27 early morning car accident, the world collapsed for the 33-year-old golf sensation, after the National Enquirer published his alleged affair with New York party-girl Rachel Uchitel. “After much soul-searching, I have decided to take an indefinite leave of absence from professional golf. I need to focus my attention on being a better husband, father and person,” admitting in recent days to unspecified “transgressions” involving serial adultery. With at least 13 women alleging affairs, Tiger’s billion-dollar sports marketing empire crumbled, with corporate sponsors bailing out from a public relations nightmare. Rumors swirled about Tiger’s wife, Elin Nordegren, forcing him into early retirement.

Woods continued his mea culpa on his Web site, expressing regrets over disappointing his fans, sponsors and family. “I am deeply aware of the disappointment and hurt that my infidelity has caused to so many people, most of all my wife and children. I want to say again to everyone that I am profoundly sorry and that I ask for forgiveness. It may not be possible to repair the damage I’ve done, but I want to do my best to try,” said Woods on his Web site, answering no direct questions from the press. Wood’s decision to respond on his terms from his Web site has exacerbated his so-called “transgressions,” now admitting to infidelity. Asking for forgiveness without making himself more available to the media rings hollow. Saying he’s “sorry” doesn’t address the key unanswered question: Why would the world’s top golfer lead a dual life and risk wrecking his career?

Excusing Tiger’s behavior comes not from apologies—no matter how sincere—but from a recognition of what he’s done. After carefully manicuring his image and reputation since turning pro in 1996, Tiger epitomized a gentleman, the exact image sought by his corporate sponsors. Wholesomeness and integrity sell a wide range of products. Tiger’s corporate sponsors were not horrified by his sexual proclivities but by the duplicity that left them scrambling to explain the huge discrepancy between his carefully burnished image and private life. During his career, Tiger has demanded privacy from the media, shielding himself from an intrusive press seeking personal details about his life. Tiger says his personal life is off limits. Yet Tiger shielded his private life for the purpose of accepting multimillion-dollar corporate sponsorships and endorsement deals.

Announcing an “indefinite” leave from professional golf, Tiger hinted it’s to heal his family and save his marriage. Speculation about his wife Elin giving Tiger an ultimatum of “either golf or me,” doesn’t add up. If she’s worried about his continued infidelity, she could travel with him to tour events. Whether it’s impractical or not, Elin could keep a closer eye on the33-year-old billionaire winner of 14 grand slam golf championships. “After much soul searching, I have decided to take and indefinite break from professional golf. I need to focus on being a better husband, father and person,” said Wood’s Web site, putting the media and his sponsors on notice that he’s going incognito. When Tiger rehabbed from knee surgery in 2008, the PGA—and TV and cable networks—lost millions in ad revenue. Announcing an unknown hiatus shifts the burden back onto the media.

Bailing out the tour accomplishes two things for Tiger: (a) it pressures the media to back off the current feeding frenzy and (b) it pressures corporate sponsors to tell the media to back off. Without Tiger in the golf scene, untold numbers of businesses—including the media—stand to lose millions in ad revenue. Tightly controlled media organizations depend heavily on Nielsen Ratings and ad revenue from Tiger’s popularity. Tiger’s leave of absence hopes to stop a media freight train, consuming the airwaves with salacious stories about his indiscretions. Backing off the tour helps Tiger regain control of the press, currently busy wrecking his image and reputation. Tiger knows that expected revenue losses to the PGA tour and media organizations could force the press to back down. Tiger hopes that after a brief time away, his sponsors and the media beg him to come back.

Tiger’s sexual proclivities hit his career and family with a wrecking ball, upending a meticulously crafted image and reputation. While it’s easy to excuse his behavior as “boys-being-boys,” a closer look mirrors the kind of recklessness seen in addictive behavior, where otherwise intelligent individuals show abysmal judgment and make poor choices. Given the extent of Tiger’s self-inflicted wounds, there’s no explanation for his recklessness other than an untreated addictive problem that wreaks havoc on otherwise successful people. Tiger’s neither the first nor the last celebrity or politician to sabotage his career. Moving on requires him to acknowledge his problem and get the necessary treatment. Hiding from the media and taking an “indefinite” hiatus fuels more speculation, harms his career and corporate sponsors, hurts professional golf and does nothing to save his marriage.

About the Author

John M. Curtis writes politically neutral commentary analyzing spin in national and global news. He’s editor of OnlineColumnist.com and author of Dodging The Bullet and Operation Charisma.

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