4. Tiger Loses His Focus
Tiger Woods is facing a lot of heat from the media, his fans and — most importantly — his wife. If the spotlight's glare has worked up a thirst in him, he'll need a new beverage to quench it.
On Tuesday, Gatorade became the first sponsor to drop a Woods-promoted product since the world's most famous golfer became embroiled in controversy regarding a litany of alleged extramarital affairs. PepsiCo (Stock Quote: PEP) told CNBC that the "Gatorade Tiger Focus" will be phased out.
A Gatorade spokesperson said the decision was not linked to the recent controversy surrounding Woods. The company said the move was a result of a change in strategy that was in the works many weeks ago.
Whether or not that's the complete truth, well, we'll just take the company at its word (something we doubt Tiger's poor wife will be doing for quite a while). Still, the timing of Gatorade's decision could not have been worse for Woods, who also boasts mega-endorsement deals with the likes of Nike (Stock Quote: NKE), Procter & Gamble's (Stock Quote: PG) Gillette brand and Electronic Arts (Stock Quote: ERTS).
"We decided several months ago to discontinue Gatorade Tiger Focus along with some other products to make room for our planned series of innovative products in 2010," Gatorade told CNBC
. "We hope to share more about our 2010 plans soon."
Gatorade introduced "Gatorade Tiger" in March 2008. At the time it was Woods' first deal with a beverage company and his first licensing agreement. Golfweek reported that the deal could be worth as much as $100 million. Woods reportedly selected the flavors himself: Cherry blend, citrus blend, grape and brunette.
Dumb-o-meter score: 80 -- Tiger, Tiger, burning bright red.