Tiger's DBI scores slide

Originally published in The Guardian

Tiger Woods

December 14, 2009

The amount of money Tiger Woods, the world No1 golfer, earns from his product endorsements could be at risk after the series of revelations about his private life has lowered his standing with the public.

Woods had been ranked as the sixth most valuable endorser according to the Davie-Brown Index used by marketers and advertising agencies to determine the influence of personalities on consumer behaviour. However, he has now fallen to 24th on that list, according to Bloomberg.

The golfer earns a reported $110m (£67.5m) annual income from his endorsements and appearances at tournaments. Forbes magazine ranked him as the fourth highest-paid celebrity for the 12 months leading up to the end of June this year. However, despite Forbes also reporting he was the first athlete to top $1bn in career earnings, his income may fall in the wake of the recent scandals.

Not one of Woods's sponsors has aired an advert featuring the golfer since 29 November, two days after the car crash that sparked the revelations.

The Davie-Brown Index tracks 2,800 celebrities and was created as a means to measure personalities' influence over consumer spending.



Copyright © 2009 Davie Brown Entertainment

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