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MEP315 SPORT, MEDIA AND CELEBRITY

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

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MEP315 SPORT, MEDIA AND CELEBRITY

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  1. MEP315 SPORT, MEDIA AND CELEBRITY 9. CASE STUDY IV: TIGER WOODS

  2. Biographical Details • 1975: Born Cypress, California • 1996: Wins 3rd 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)

  3. 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.)

  4. 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

  5. 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)

  6. 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

  7. 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?

  8. 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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