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Utilitarianism and Deontology

Celebrity endorsements are not expected to take any hit mainly as a result of the Tiger scandal. Each and every celebrity is linked to a certain level of quality and that is the way the general public as well as the corporate organizations perceive him/her. People from diverse backgrounds tend to associate with a certain celebrity, an aspect that makes the corporate organizations want to go for the most suitable mass appeal. However, these celebrity endorsements are not life long. They are given for a particular period of time when the celebrity is at his/her best and then fades out.

This is the main reason as to why corporate organizations keep on altering their endorsements as needed (Joardar, 2010). The scandals associated with Tiger Woods resulted in his disgrace as well as financial loss of over $25 million in endorsement deals. The companies that withdrew their sponsorship deals on Tiger Woods should reinstate him and renew their contract. Even though Tiger may have been implicated in a variety of scandals, he accepted the fact and underwent rehabilitation which he claims drastically changed his life.

The other reason as to why these companies should reinstate Tiger is because they are concentrating too much on the personal life of an individual, Tiger Woods, rather than on his capability on the field as well as a brand name. Tiger has the right to privacy. The only thing he did wrong was that he decided to engage in serious activities without taking a proper consideration of their consequences to both the general public and the corporate organizations that had contracted him.

In the past, Tiger was only concerned with the outcomes of his practices only to himself, but after rehabilitation, he will be able to focus on the needs of the general community and other corporate organization. Even after Tiger was implicated in these scandals, he still holds a significant level of public following. Rehabilitation will allow Tiger to organize his thoughts and do better jobs. In the past, Tiger may not have represented these companies in a better way, but a rehabilitated Tiger Woods will carry on the banners of the companies high.

The companies therefore should reinstate Tiger, even if it means with laying down stringent moral rules and regulations. Rather than dropping Tiger, companies should respect his privacy. Instead of treating him like the face of franchise, companies should focus on his capacity on the golf course. The relationship between companies and Tiger should be rooted in the game, golf, and not in his private life. Tiger has always been one of the most talented as well as exciting golf players. His name was and still remains valuable when attached to products.

He delivered and still has the capacity to deliver consistence brand promise. Companies can always count on Tiger to maintain his personality, even after the scandal, to carry on the unchanged performance, which was excellence. Tiger Woods has always been a hardworking person and his performance on the field has always been excellent. He was and still is liked by a large proportion of the world’s population, who chose not to get involved in his personal life. Companies can back on Tiger’s rehabilitation and hope that he will return to the former self.

Tiger has always held himself in a better way as compared to others in a golf course. Everybody looked upon him to deliver excellence. Nevertheless, Tiger is human and, human is to error (Pereira, 2010).


Joardar, S. , (2010), Will celebrity endorsements take a hit after Tiger Woods scandal? Retrieved on July 10, 2010 from http://toostep. com/debate/will-celebrity-endorsements-take -a-hit-after-tiger-woods-sca Pereira, C. , (2010), Peter Moore Addresses EA Sports’ Decision to Stick with Tiger Woods, Retrieved on July 10, 2010 from http://www. 1up. com/do/newsStory? cId=3177505

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