Presentation on theme: "MEP315 SPORT, MEDIA AND CELEBRITY 9. CASE STUDY IV: TIGER WOODS."— Presentation transcript:
MEP315 SPORT, MEDIA AND CELEBRITY 9. CASE STUDY IV: TIGER WOODS
Biographical Details 1975: Born Cypress, California 1996: Wins 3 rd US amateur title, turns professional, wins first PGA Tour event 1997: Wins first ‘major’, the US Masters 2000: Signs 5-year $105 million Nike deal, brokered by media and entertainment agency International Management Group (IMG) 2000-01: ‘Tiger Slam’ (all 4 majors) 1999-2004, 2005-: World Number 1 2007: Highest paid professional athlete ($122 million in sponsorship and winnings) 2009: 14 major wins to date (18 the record)
Tiger Woods as global golf star American father, Thai mother Mixed racial identity – ‘Cablinasian’ (Caucasian, Black, [American] Indian, Asian) Father of 2 children with Swedish wife Woods is a devout Buddhist Golfing victories throughout world (US, European, Asian Tour, etc.)
Racism in golf Up to mid-20thC, almost all US golf clubs refused to admit African-Americans 1943: US PGA limits membership to the Caucasian race ‘As long as I’m alive, golfers will be white and caddies will be black’ (Clifford Roberts, former Chairman, Augusta National Golf Club) Charlie Sifford: first black golfer to make an impact on PGA Tour, won two events, helped to desegregate the sport in late 1950s/1960s
Tiger and the Nike campaigns ‘Hello World’: first Woods ad draws attention to racial discrimination in golf Woods perceived by some as ‘race carding’ – i.e. receiving favourable promotional terms due to his non-whiteness However, later Nike ad (‘I am Tiger Woods’) plays down racial differences Woods rendered apolitical/without a voice by Nike campaigns (Cole and Andrews 2006: 351)
Tiger versus Michael Jordan 1996: Jordan’s career coming to an end, Nike turn to Tiger as key brand ambassador Like Jordan before him, Woods is a corporate consumer vehicle praised for transforming the popularity of his sport The huge success of these ethnic minority stars deflects attention away from real problems in black America (unemployment, social inequalities, poverty) Golf is more elitist/white-dominated than basketball – so Tiger’s achievements all the more notable
Tiger as role model Tiger Woods Foundation: est. 1996, helps disadvantaged children to participate in golf clinics Tiger Jam: annual music festival that helps fund the TWF Speech at Obama inaugural – Tiger wants to use golf as a platform upon which to become more politically active in future?
Role model gone wrong! November 2009: huge media/public scandal as a series of extra-marital affairs are exposed Woods is condemned by fellow golf professionals as well as others Major sponsors desert Woods (AT&T, Gatorade, Accenture) August 2010: Woods divorced from his wife (Nordegren) October 2010: Woods loses his World No. 1 ranking (after 5 years at the top)
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