Tiger Woods back on the brand wagon

By Ben Bold, marketingmagazine.co.uk, Wednesday, 29 June 2011 08:56AM

Tiger Woods is to advertise pain relief brand Vantelin Kowa on TV in Japan, his first endorsement deal since 2009, the year that a scandal broke out over his sexual indiscretions.

Kowa Company confirmed that a TV commercial starring Woods would debut nationally in Japan from mid-July.

The endorsement deal is Woods' first since 2009, the year that a scandal broke out over his sexual indiscretions.

Kowa Company confirmed that a TV commercial starring Woods would debut nationally in Japan from mid-July.

Kowa said in a statement: "Kowa Company is pleased to announce the use of Tiger Woods as the image character of Antiphlogistic Analgetic Vantelin Kowa series."

In December of that year, brands including Gillette and Accenture severed their association with Woods, whose behaviour rather than prowess on the golf course was attracting headlines.

Gillette said at the time: "As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing campaign."

Accenture said unequivocally that it had parted ways with Woods as he was "no longer the right representative".

Nike was the only major sponsor to stick by him and last year launched its first TV ad starring the golfer since he apologised for being unfaithful to his wife.

Speaking yesterday, the former world number one, who is suffering from knee-related injuries, indicated that he would not return to golf until he is fully fit and would not play at this year's Open tournament.

He has not played since May, when he withdrew from The Players Championships in Sawgrass.

Vantelin Kowa manufactures pain relieving creamy gels and adhesive patches.

This article was first published on marketingmagazine.co.uk